Coca-Cola has always been a benchmark brand for several generations of young people and, with the decline of the soft drinks market as consumers shift away from sugar, it needed to reclaim its place in the life of 12 to 24-year-old Brazilian youngsters.
To boost Coke sales and bring the brand closer to a young demographic, we created Coca-Cola FanFeat: a real-time competition for fans of Brazil’s top 9 hitmakers, in which the 3 artists with the most votes would record a single, shoot a music video, and perform in a concert, together.
Each package featured a picture of an artist and a chance to put your idol in Coca-Cola’s feat of the year. One Coke equals one vote. The fans voted on the website coca-cola.fm and were able to track the ranking of the artists in real-time.
Live concert transmission broke Facebook Brazil records* (*in consumer goods)
#14 Top Viral Spotify Brasil in only 1 day
Top 10 most played songs on the radio
Record-breaking teen engagement for Coca-Cola’s promotions
14.1% increase of Coke cans sales
More than 24.2 million interactions with the influencers posts
More than 300K pieces of consumer-made content about the campaign