Each bottle was turned into a personal entertainment center, with an individual code printed on each bottle, which was to be sent in by mobile phone. Consumers received one of more than 150 “mobile ideas”: a mobile call with a mini concert from Robbie Williams to be sent on virally to friends, or a mobile logo with the consumer’s own name in it, etc. Thus, each consumer received a personalized piece of entertainment on her/his mobile phone. The campaign ran across media channels: Youth magazines printed a trial mobile code, a TV spot and in-store POS materials announced the mechanic.

The (high) target of 3.4 million participations was exceeded by 70%: The total was 5.9 million participations, one of the strongest participations Coca-Cola ever had. The average participant sent a code by SMS more than 3x. An estimated 9% of all 14-29-year olds in Germany personally requested the mobile content. Germany’s leading newspaper Frankfurter Allgemeine reported that especially Coca-Cola’s smaller brands gained substantial market share. 'The trend to personalised media is irreversible, we will change our media spendings accordingly. The mobile is the TV of the future', said Chris Burggraeve, marketing director Coca-Cola Germany, in the press after the campaign.