mission

How can we drive consumers to pick up another bottle of Coca-Cola in daily life?

approach

Promote Relevancy with Coca-Cola by Making it "Personal"

• To promote relevancy with Coca-Cola by making it "about them", year-bottles from 1957-2013 were created, and a music campaign where users can listen to hit songs from those years was launched.
• By connecting loved ones who once shared memories together, and using memorable songs as a trigger to strengthen their ties, the campaign provided the opportunities for friends and family to remember the precious moments and deepen the bond.

point

Development of Social Music Player

• Created an "experiential design" for users to buy the product and enter a code to unlock hit songs from each year and enjoy the music on their mobile devices while drinking Cola. The platform allowed users to enjoy the site from mobile as well as PC anytime anywhere so it can be part of their daily life.
• The users could also share on SNS the list of music they were listening to from the particular year to enjoy the experience with others. User actions and expression were indicated in Info-graphics, and the site also had social music player functionality with which users could share the memories through the music and utilize it as their new "memory contents".
• By clicking a button to be linked with SNS, users are able to share with friends the year and the music they are listening to.
• The site was equipped with Info-graphics to show the number of times the each song is played real-time to drive user engagement and to act as a trigger for users to recall their memories through music.

result

Consumers were looking in the shelves to find their preferred year bottles, thus consumer engagement up.

• Number of Participants : 1,445,131
• Number of 9 digit QR Code use : 3,330,154
• Number of songs played : 61,063,786

※ 2013/Mar/4 - June/30

User flow

Notes: application consideration
This service was ended as of August 31st, 2013. Please see this movie about the site.

Each year bottle has 9 digit codes linked to playlist.
Ranking, Comments on memorable song from users and number of songs played for each year are displayed in real time.

- Player

Questionnaire about ‘memorable year’ at the bottom of player. The response was displayed in real time and share with everyone.

- Player