For the launch of Fanta’s British Twitter page and first social outreach, Coca-Cola needed an activation to drive a fan following. Enter life-thirsty zombies. “Help Ken Live Again” provided impactful brand experiences to maximise teen engagement with Fanta and created compelling content that our audience talked about with friends.

Disengaged teenagers are a lot like zombies: Both segments are hard to connect with and rarely listen to authority figures. Their preoccupation with an obsession (digital gadgets, delicious brains) interferes with having simple, active fun.

Fanta wanted to give British teens immersive experiences to inspire social sharing. So, we created ‘Ken’, a zombie who longs to play again.

Our target audience has outgrown trick-or-treating, but has a keen interest in the undead, so this was a match made in heaven. Our assignment? More brainstorming! We helped Fanta create fun experiences to help teens and Ken “come alive.”

“Help Ken Live Again” did the seemingly impossible—it engaged teenagers, who participated in a pop culture event that promoted Fanta’s get-up-and-play positioning.

Our audience completely came alive just like loveable zombie Ken. Our undead friend gave the brand a face and a lift as the star of hilarious video content and a fun, compelling narrative that clearly resonated with UK teens.

The promotional activation gave teens a range of opportunities to engage, making our campaign extremely relevant and socially successful. By helping Ken play, we fulfilled our objective of getting teenagers to play, and they created some amazing user-generated content. Our social platforms were absolutely flooded with competition entries.

Over the promotional period, we generated:

40,000 new Twitter followers

More than 2 million YouTube hits

More than 49 million media impressions

Record-level engagement KPIs (150%)

One of the fastest growing Coca-Cola Twitter page in Europe