We co-produced “never been done” 3:35 short-films to launch the contest in MTV’s primetime block. The films aired as a commercial pod takeover and drove teen bands to the interactive “MIR” community to share their stories and music demos with others, and to enter the contest. To celebrate the winner’s genuine story, the Coca-Cola “MIR” band was featured in a Teen People photo shoot and a co-produced commercial airing in MTV’s September premieres.

Since the launch of the “MIR” program, Coca-Cola has regained its category leadership position through increases in three key metrics. For the first time in 10 months, Coca-Cola achieved category leadership in Youth “Favorite Brand” (+14%), “Purchase Intent” (+5%), and “My Kind of Soft Drink” (+3%), scores vs. competition.