| Title | 2010 FIRST COKE OF THE YEAR |
| Brand | COCA-COLA CHINA |
| Product / Service | COCA-COLA |
| Category | D01. Digitally Led Integrated Campaign |
| Entrant | WWWINS ISOBAR Shanghai, CHINA |
| Entrant Company: | WWWINS ISOBAR Shanghai, CHINA |
| Advertising/Web Design Agency: | WWWINS ISOBAR Shanghai, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Andres Kiger | Coca-Cola China | Senior Director of Integrated Marketing |
| Wendy Li | Coca-Cola China | Interactive Marketing Director |
| Cissy Chu | Coca-Cola China | Senior Manager - i Marketing |
| Raymond Zhang | Coca-Cola China | Interactive Marketing Manager |
| Stephen Lu | Coca-Cola China | Digital Marketing Infrastructure Operation |
| Wayne Fan | wwwins Isobar China | VP, Head of Account Services |
| Annie Li | wwwins Isobar China | Account Director |
| Grace Zhen | wwwins Isobar China | Account Executive |
| Peter Shen | wwwins Isobar China | Executive Creative Director |
| Tim Doherty | wwwins Isobar China | Creative Director |
| Miya Lee | wwwins Isobar China | Associate Creative Director |
| Baby Guo | wwwins Isobar China | Associate Art Director |
| Cain Peng | wwwins Isobar China | Copywriter |
| Enya Chang | wwwins Isobar China | Senior Project Manager |
| Jerry Lee | wwwins Isobar China | Director, Digital Studio |
| Jimmy Zhang | wwwins Isobar China | Senior Interactive Designer |
| Bass Chen | wwwins Isobar China | Planning Manager |
| Beth Hsu | wwwins Isobar China | Senior Data Analyst |
| Mike Chang | wwwins Isobar China | Technical Director |
| Simon Wang | wwwins Isobar China | Senior Software Analyst |
First Coke of the Year 2009 established the ritual of sharing a first Coke with family and friends. In 2010, Coke took it one step further, encouraging consumers to share that first Coke all around China by passing the iconic bottle in front of webcams and at offline road shows. These videos were used in pop band Fahrenheit's new year Coke MV and versions were displayed Out-Of-Home - taxi screens, megaLEDs, Metro stations - in addition to being published on video sharing channels. In one month, 500,000+ people contributed and the music videos reached almost 10 million viewers online alone.