Coca-Cola Intergalactic is a limited-edition soda that feels like it comes from outer space and has a flavour and color of unexplored magic in the Intergalactic. Magic that helps you realize your infinite possibilities. It all takes its inspiration from space; imagination, creative exploration, and self-expression.

Our target audience is hard to reach and engage with due to their aversion towards ads and due to the number of ads they are confronted with every day. We needed to create a last push of awareness, with a local touch and sense of urgency that it was the last chance to buy and try a Coca-Cola Intergalactic before they would disappear.

The objectives were to drive awareness among teens for this limited edition and generate buzz around the link with space.

We set out a concept called “The Last Drop”, the first ever influencer give-away organised from outer space. Offering the chance to win cans from the final drop of Coca-Cola Intergalactic coming directly from space. With the twist that these cans would really (yes REALLY!) come from space!

This meant that two cans were launched into space (in a sustainable manner with a weather balloon) on a unique, custom-built structure that integrated a screen so that the influencers could share content with their audiences.

Once the cans were into space we see the screen lighting up and playing the Influencers’ Reel message, announcing the give-away from space. This content was was filmed and used on the influencer's channels and in paid media. The goal for the consumers was to guess the actual time of the descent. The winners, who were closest to guess the time it took the decent.

Our target audience, teens between 13-18yo, have grown up with digital ads and they are more resistant to ad communications. Yet, influencers have impact on teens as they are able to influence their habits and buying behavior. More than 80% of our target audience is on Instagram, which made it the perfect channel to amplify the activation.

Influencers were selected on teen selectivity among their followers together with a high engagement rate. We've chosen specifically to work with Reels for the increased engagement and viral aspect of the format.

We chose to work with a single social media platform combined with influencers to have the best combination of organic reach of the influencers supported by paid media of the brand. The content was all made with the influencer as protagonist combined with brand video & elements.

During a two week flight

1) Two Coca-Cola Intergalactic cans were launched into space on a structure that integrated a screen that could play the influencer's social content in space.

2) While the cans were into space, the screen switched on, playing and sharing the Influencers’ Instagram Reel video in space and announced the give-away from space.

3) The followers had to guess the time of the descent as a comment on the Reel, with the participations incoming and showing on the screen in space.

4) Once "the Final Drop" landed back on earth, we know the time to descent. The influencers visited the winners, who were closest to guess the descent time, to personally hand them over memorabilia of the cans in a specially designed display. The descent took 1h 17min 44sec.

“The Last Drop” was a great success with the product selling out all limited editions thanks to this last push and sense of urgency, we achieved 13.8m impressions reaching 900k Belgians aged between 13 to 18 on social with more than 450k engagements.

The cans went to an altitude of 32.882 meters into space, we activated a screen to display a social media message in space which is a significant technological challenge, organizing the give-away from space. This achievement garnered attention and aspiration, creating a receptive audience that was excited to engage with Coca-Cola and get their latest futuristic, space-inspired Intergalactic before it was too late!