Share the Music

Coca-Cola wanted to capitalise on its music heritage with an integrated brand experience across 22 major European markets, celebrating the passion consumers have for their favourite tunes. Their main sales goal was to activate 1 million packs, and to continue the real connection between Coca-Cola and music.

BD Network created a stylish website and drove traffic towards it with the promise of free iTunes downloads and the possibility of winning an iPod or tickets to gigs, as well as on-pack messaging. Users could enter codes on the website or via SMS, and once they arrived on the site were provided with a news section keeping them up to date on their favourite bands.

The promise of '1 million' prizes to be won proved unignorable. The promotion saw 2.4 million packs activated, 78% of them via the website. Add to that 700,000 unique participants and you've got the highest participation rate in Coca-Cola history for an on-pack/digital promotion.