ABOUT THIS PROJECT
This campaign was designed to promote Diet Coke and create a unique online experience for Diet Coke Drinkers. The philosophy of this project was that Diet Coke drinkers were an extremely loyal group that closely identified with the Brand and not only consumed the product but also emotionally and philosophically “joined” the brand.
Subscribers were encourage to create small video vignettes of their favourite Diet Coke moment or experience.Other site participants could vote on their favourite videos. Subscribers would receive weekly “scratch-and-win” coupons online which they could scratch to reveal coupons for product redemptions.
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