Everyone loves to sing in their cars. So, we put song lyrics and a microphone on every cup, and invited the world to sing along. People could upload a photo or video of themselves singing for a chance to win. And we kicked it all off in the biggest way possible — seamlessly integrating our promotion into James Corden’s wildly-popular Carpool Karaoke. This partnership represented the first-ever Carpool Karaoke brand integration.

The program kicked off with a long-form Carpool Karaoke video featuring James Corden and Selena Gomez visiting McDonald’s drive-thru, finding the cup with her hit “I Love You Like a Love Song,” and rocking out. This allowed our Millennial target to discover our promotion in a more “native” way that brought McDonald’s and Coke immediately into pop culture. The video generated 49 million views in the first six weeks alone, as well as substantial press coverage. And as the buzz grew, we leveraged this moment to launch the promotion. Our paid media was driven by digital and mobile to put communication in a more on-the-go context. And because our promotion was driven by social sharing, we used our owned social channels to promote the program and share user generated content — including social influencer content. Finally, we used retail communication to drive purchase and participation at the point of decision.

• Carpool Karaoke brand integration video was watched 49 million times in the first six weeks and over 66 million times in total

• 708 Million organic media impressions

• Over 25,000 sweepstakes entries shared (benchmark was 13,000 entries)

• 30.2K social posts and mentions (benchmark was 15-20K)

• 94% positive consumer sentiment on the overall program — an increase of +16%

• Successfully reversed the negative trend in soft drink sales

• Over 250 million beverages sold — 1 for nearly every car in America