This campaign was created in order to effectively announce the line-up of Turkey’s most respected rock festival – Rock’n Coke 2013. After a year of hiatus, Rock’n Coke was scheduled for 6-8th of September in 2013. 3 million university students were determined as the potential audience and 400.000 students were specifically targeted.

A number of difficulties had appeared concerning marketing and communication. The break had caused a cool off in the audience, there were numerous festivals scheduled for summer to pick from and mass movements known as ‘Gezi Protests’ had already caused several events to be cancelled.

Among all these issues, Rock’n Coke’s line-up still wasn't clear until a month’s time from the festival. It was imperative that the target audience was informed of the line-up quickly and effectively.

Hence, the song ‘Why am I not in?’ was created with pop singer Tarik Menguc. Having no relation to rock music whatsoever, Tarik Menguc was known for his lousy music and eccentric dancing skills. A music video of him complaining in song about not being included in the line-up of Rock’n Coke among bands like Prodigy and Arctic Monkeys was made. There was no branding included in the video and no relation to Coca-Cola could be made.

The video was anonymously seeded to a funny videos page. Within 30 minutes, 250.000 people had already watched the video. The video was featured in prime time news, newspapers and websites and 50% of the tickets were sold when the video was on air.

The campaign came to life when the video was uploaded to the popular video sharing site ‘AlkislarlaYasiyorum.com’

It was made to look like a random user found the video and uploaded it to the website and a fake account was created in order to make sure the brand connection wasn't noticed.

The plan worked and nobody noticed it was advertising material; soon Tarik Menguc and his song ‘Why am I not in?’ was a trending topic on social networks.

Some sympathized with him, while others laughed or reacted negatively to his ‘wishes.’ Either way, Tarik’s song containing the names of bands reached its audience and became an important part of the social buzz.

To support the spread, advertorials were strategically placed in music and news websites, amplifying the effect. In the end, the reach of the campaign grew exponentially without need for constant support.

250.000 people watched the video in the first thirty minutes of going live. Within a week that number climbed up 2,260,000 through 60 different channels. Advertorials reached over 5 million people and Tarik Menguc covered 12% of the entire Rock’n Coke Social Buzz. The ‘issue’ was featured in 280 articles and 3 hours and 40 minutes of live broadcast.

Brand Love Index score measured by Coca-Cola increased by 0,9 in 2013.

50% of all ticket sales occurred during the period the video was circulating on the web. For the first time all tickets were sold-out.