retail news in context, analysis with attitude

Advertising Age reports that Coca-Cola "is launching a new teen-focused digital campaign that will span across multiple websites, and incorporate a series of games, GIFs and videos."

According to the story, "the new campaign spans 61 URLs. Each has a different number of "h's" appended at the end of the 'Ahh'," which leads to some sort of content payoff. "Different pieces of content are served up depending on how many 'h's' are entered. For example, one site gets you immersed in what looks to be a bubbly class of Coke. Moving your cursor moves the bubbles around, which emit satisfied 'Ah's' as they do so. Another site asks you to aim ice cubes into a glass of Coke, while a counter on the right shows what temperature the drink is at, the idea being .... to communicate that the best temperature to enjoy Coke is 37 degrees. Another site features the new chill-activated Coke cans performing an impressive dance routine."

The story goes on to say that "the brand plans to create bi-weekly site reporting systems to understand which URLs are popular and which aren't. Those that perform poorly will be eliminated and replaced." Coke believes this will be a multi-year program.
KC's View: