Coca-Cola’s commitment to combat inactivity is an opportunity to address the health-related business challenge and change wider perceptions of the brand. As part of the Movement is Happiness program, our campaign will communicate to stakeholders and gatekeepers what we’re doing to get teens active.

We leveraged our partnership with Ubisoft’s franchise Just Dance to create a campaign to inspire teens to move. Two specially-commissioned Coca-Cola songs have been integrated into the new mobile game Just Dance Now and offered for free to all users.

We then invited fans to a surprise dance off in Paris with the international hip hop dancers, Les Twins. From this event, we created and shared a hero film, released during a press conference to key media and influencers. A strong OESP amplification plan supported the campaign leveraging different communities of fans (gaming, dance, music…) as well as our partners’ platforms and engaging over 350 media influencers via a limited edition box.

The hero film counts over 15M views and the campaign spread quickly in both mainstream and specialized media, generating a total of 63 pieces of media coverage and a potential reach of 66M contacts. All press conference attendees wrote about the campaign and 95% of all articles mentioned Coca-Cola and created associations with innovation, movement, dance or active lifestyle. Most importantly, we created 26M minutes of dance and fun with the Coca-Cola song!

To create massive European press coverage, we decided to launch our campaign the same day the mobile game was available for download.

Our film went online supported by a press conference to key media and influencers and featuring Les Twins. A hashtag “#JustDanceNow” helped generate conversations among communities of fans (gaming, dance, music…) and we leveraged our partners’ platforms. At the same time, 35 million cans with a QR code to download the mobile game hit the shelves in Europe.

To spread our story and continue to generate conversations, we developed a blogger outreach strategy: over 350 influencers across different communities and media were engaged via a limited edition box featuring the limited cans, the hero film and Misfit Flash, a wearable fitness monitor developed in partnership with Coca-Cola.

All campaign components were supported by local markets through owned and paid media to generate views and conversation.

The Coca-Cola Just Dance Now campaign was a huge success.

The film created from the live event counts over 15M views on different channels with more than 11.5M views on YouTube. 92% of the fans liked it, reaching 65% brand recognition and making it the 3rd most watched film in Coca-Cola history!

With such positive results, the film was 5th in the charts on Ad Week’s Top 10 Brand Videos, the 3rd on Advertising Age Viral Chart and recently, the film was awarded by YouTube as the most popular French video Ads in 2014!

The news of the launch spread quickly in the media, collecting reviews in both mainstream and specialized media outlets including Le Figaro, Les Echos, DigitalBuzz, Trendhunter and The Drum. 95% of all articles mentioned the brand and generated a potential reach of 66M contacts as well as thousands of interactions on Social Media.

Most importantly, we succeeded in inspiring teens to move: Just Dance Now has been downloaded 12M times and the Coca-Cola song has been played 4M times, generating more than 26 Million minutes of dance!