The TV spot explained how to participate. The print ad in youth magazines had a flyer attached with a first code as an “appetizer” which could be sent in by SMS. POS materials included a stand-up display, which beeped like an SMS when consumers passed.The bottle carried a special promotion label. The inside carried a unique code. For mobile phones, more than 150 different entertainment ideas were implemented.

Participations: 5.9 million(!), i.e. 70% above target, 9% of entire 14-29 group respondedBranding: Consumers keep mobile logos for 3 weeks, and glance at their mobile >20 times/day, resulting in >420 highly personal, endorsed contacts for each of the 2 million logo-downloads. Sales: Especially smaller Coca-Cola brands gained substantial market share.