The Konec-t experience was already cool among teens: a virtual world in Coca-Cola’s website where they interacted and bought products with virtual currency found in Coca-Cola’s bottle caps. We needed to amplify the Konec-t program, extending to other relevant contact points and strengthening Coca-Cola’s position.Teens congregate around communities that set standards for what is cool, authentic and real. But at times, they feel invisible and ignored. We created a platform to give teens a voice to express and create communities, to satisfy longing for individuality and to be influencers to their peers.

Consumer response has been enormous: an average of 3,400 videos per month and over 2,000 new video blogs were added nationwide. Success expanded beyond Mexico’s frontiers, as teens from Colombia, Venezuela, Costa Rica, Guatemala and Honduras have requested Coca-Cola to expand this initiative into their territories.

The power of television gave teens the chance to express themselves with the whole world as their audience, creating their own personal video-based media experience to share with peers. Teens purchased air-time in “KONEC-TV” via Coca-Cola’s virtual currency, “Morlacos,” and uploaded videos directly into EXATV’s website. The more virtual money, the lengthier the personal video.

With top media partner EXATV, we developed this concept to run as an hour long, weekly program. The channel then produced a series of top “video-blogs” throughout the show. The original KONEC-T property was further expanded so that video-blogs by category could be created in EXATV’s microsite for KONEC-TV, virtually creating a YouTube.com-like site for teens to view content from their peers.