The Campaign

Our project is a cooperation between Coca-Cola and the Nanjing Youth Olympic Games. The Nanjing Youth Olympic Games isn't as well-known as it should be. Since the concept of Coca-Cola is "sharing happiness" we can both promote this event together and make people more aware of it. And the biggest issue that there is $0 media budget on this event even though Coca-Cola is the Official YOG Beverage Sponsor. So we created a mini game on our official WeChat (SNS) account to promote the Nanjing Youth Olympic Games. With the help of this social platform, we were pleasantly surprised at the game's increasing popularity. The number of people who have played this game both domestically and internationally total more than 200,000. This is a big step to let more people know about the Nanjing Youth Olympic Games.

The Brief

Make more young people pay attention to Nanjing Youth Olympic Games.

Results

- Participants get really crazy about the game, and people “cheer up” all the time. - SHAKE FOR YOG SNS link shared all over the SNS network. - Over 200000 people playing the game all over China by mobile device. - 200,000 members of SNS view the grand event and share it by SNS. This is a big step to let more people know the Nanjing Youth Olympic Games. News coverage from main Vertical Portal site: - Over 130,000 views on YouKu (China version YouTube).Data source: view rate from YouKu. - Over 61,571 views on Sino Weibo (China version Twitter).Data source: rate from Sino Weibo. - Over 880,000 views on WeChat.Data source: view rate from WeChat.

Execution

Our main way of promotion is through WeChat, which is a wildly popular social app in China. It's a very quick and effective way to spread information. It has helped to promote the Nanjing Youth Olympic Games. Important Tip: Share our games in your WeChat Moments. Just click on the link shown. Share the link after you play the game. By doing this, even more people will know about the Nanjing Youth Olympic Games.

The Situation

That there is an event with no world record athletes, no famous sport stars and no news reports even 2 days before launch ceremony. How can Coca Cola，as a brand well known in the soft drinks category among youth，make it relevant to sports in that period? How Coca Cola drives people to pay attention to YOG in China? The biggest issue is there is a $0 media budget on this event even though Coca Cola is the Official YOG Beverage Sponsor. People are addicted to take selfies anytime, anywhere with their mobile. We simply turn selfie photos into coke bubbles.

The Strategy

A core factor that brings you enjoyment and happiness from Coca-Cola, while you open the cap of a bottle of coke, bubbles will generate and go out of it. And in Chinese ,“打汽” is an expression with a double meaning –“Pumping bubble” and “cheer up”. So our idea is derived from the above description. Our Idea is SHAKE FOR YOG. After taking a selfie and uploading it, participants will get one bubble head portrait on a virtual bottle of a coke. When they shake hard to make their bubble head portrait get out of the bottle, the action they did just like “打汽”- that means ”Pumping bubble” and “cheer up”. STRATEGY to maximize the ground effect during YOG we invited all the citizens and athletes on the YOG stadium to participate in an offline or online mobile interactive game, leveraging the power of personal mobile to enhance everyone’s unique emotional and physical experience, and also the power of their own personal social network - WeChat.