Working with cross-functional teams including planners, buyers, community managers, legal, PR, social, mobile and technologists, the campaign was promoted via diverse touch-points including out-of-home, TV, video, radio and print media ad buys.

Next, to educate viewers on how the app worked, a demo video was seeded on YouTube and on Coke’s FB page. Key opinion leaders were invited to play with the app and write reviews.

The TVC broadcast was set for 10 p.m. every night. To promote the game, Coke created the first ever cross-channel simulcast that prompted viewers to switch channels and play the game.

For those who wanted to play the game in their own time as well as sharing it with their friends, the TV ad was also uploaded onto YouTube, thus making the campaign a multi-screen experience.

Social media buzz monitoring technology was implemented to continually analyse social conversations and enhance user experience.

The app was downloaded over 71,000 times and stayed among the top 10 in Hong Kong for more than a month. The TVC was watched more than 2 million times on TV and online while social media buzz monitoring showed 46% increase for Coca Cola with nearly 3,000 posts about the game.

By making TV’s one-way communication interactive, Coke successfully got teens to be excited about the summer roll out while adding gamification and mobile to the mix.