The objective was to position 'Coca-Cola Zero' as a male counterpart for Coke light. The core idea: control something happening in real life via the net. The topic: fast cars, pretty girls and online gaming, all of them matching the interests of the young and male target group. From the 2nd to the 20th July users could take part in a real Carrera race via the internet. Every working day users could go to www.cokezero.de and then start racing man against man. The result: users stayed at the site for up to one hour and caused a particularly high level of website traffic.