Digital Campaign From Coca-Cola Wins At Engagement Marketing

September 9, 2013

When it comes to creating a brand connection with consumers that actually changes behavior, the buzz word lately is “engagement.”

It’s no longer just about the number of eyeballs, it’s what people are doing with your ads. Is your target audience liking, sharing, watching, commenting, retweeting, or otherwise interacting with your brand? If not, your marketing could probably be working harder. If so, you’ve hit the marketing jackpot.

We’re proud to work with a variety of brands from The Coca-Cola Company. Coke has earned a well-deserved reputation as one of the best marketers in the world. The company is not afraid to take chances and disrupt the status quo. All of Coke’s risks are well-calculated, of course, but it’s exciting to see such a large company leading the charge into the future of marketing, instead of resting on what’s always worked, especially when it’s always worked so well.

Two of the 61 experiences that are part of Coca-Cola's AHH Effect campaign.

Two of the 61 experiences that are part of Coca-Cola’s AHH Effect campaign.

A good example of an engagement-focused marketing effort is Coca-Cola’s new “AHH Effect” campaign, which the brand created in partnership with Wieden + Kennedy. It’s the brand’s first all-digital campaign, and includes zero of the traditional marketing that Coke is known for.

The campaign comes to life through 61 different URLs (just add another ‘h’ to each URL), which all feature a different digital experience, ranging from games and films to GIFs. The experiences are funny, creative, cute or just random — and they all showcase the qualities of Coke in one way or another.

We helped launch the teen-focused campaign this past spring, and it’s been exciting to see how teens have reacted to the robust, content-driven effort. The objective of this campaign was always engagement, which in this case meant getting teens to interact with the content for extended periods of time, visiting more than one URL, and/or sharing the content with their friends.

Coca-Cola released a few key metrics earlier this month, and the brand is very happy with the results from the mobile-friendly campaign. More than five million people have visited an URL since the campaign launched, nearly 70 percent of which have been organic visitors (not from any online paid media). In addition, the average time spent with each experience clocks in at over 2:20, which is nearly five times the exposure generated through a traditional TV ad. Marketing jackpot, indeed.

Coca-Cola is still gradually rolling out new experiences on URLs (only 40 of the eventual 61 URLs are currently live), but here are a few of my personal favorites. I’ll warn you — these are really quite addicting.

  • Maniac Kernels from Outer Space – Game in partnership with AMC Theaters
  • Sounds of AHH – Music video staring YouTube star Kurt Hugo Schneider
  • AHH Posse – Just a bunch of adorable, interactive bubbles that say AHH. I dare you not to smile.
  • The Art of AHH – Amazing anamorphic sketches by artist Mark Crilley (my fav is the Coke can drawing)