We hooked up with the leading national TV station, PRO TV, to create a TV ad where people could tweet and see their tweets live within our own TV ad.

A team of dedicated members of PROTV and agency would select the latest live tweets, moderate them and post them instantly within our ad, on each run.

This functionality, never before leveraged by an advertiser in Romania, was powered by a vizRT system, similar to what is used in football matches to insert updated scores. All materials were social tagged with

#Letseattogether. And soon, the social movement rolled through bloggers that invited each other for a meal using our TV ad. National TV stations picked up our campaign and talked about it within the evening news, while one of the leading Romanian chefs joined the movement and cooked surprise meals for those who tweeted.

From just another TVC adaptation, we turned it into a national movement through innovation, triggering:

88% of our target was exposed to Coca-Cola via hashtag TV integration and the campaign even resulted in a 15% growth for Twitter User base in Romania.

In fact, #LetsEatTogether became the 3rd most popular brand hashtag in in Romania in March 2013.

4,300,000 contacts were reached through Twitter amplification in 5 weeks of campaign.

And 35 bloggers wrote about it, reaching 140,000 unique users.

And, Coca-Cola enabled a mind-set change with 15% increase in association with food