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June 1, 2010 | Advertising | arg , coca-cola
Somewhat intriguing new integrated campaign created by Wieden + Kennedy Portland for Coca-Cola brought back their big mystery: what is the secret formula of the most famous drink in the world?
The campaign revolves around a viral video that takes us back to the 19th century, and to know the Doc Pemberton , responsible for creating the formula for Coca-Cola, and ask questions like "Who has the ingredients of that formula?" or "Who would want to steal it?" and yet complete "You would not want to know?"
Style ARG to be the campaign unfolds with the video "The Secret Is Out There," which is full of clickable areas, and that lead Internet users to different places, like a file folder restricted with images dating from 1886, the Twitter account @ DocPemberton , a Facebook application , a site called Smileizer and a supposed video livestream from where it would be safe to guard the secrecy of its formula, complete with ghosts, knights, ninjas, dogs, robots and everything. Bizarro. And still other areas that lead Internet users to old viral Coca-Cola in the channel SecretFormula of YT.
The brand campaign promises with actions both online and offline, with rewards for participants who found the answers to many questions. Limited editions of their bottles will also be released that will lead consumers to interact with social networking sites and the campaign. What is most intriguing is that some sites - like Smileizer and the application of Facebook - still seem not to have any connection with the campaign and the concept of the secret formula. Let's wait.
Thursday, June 3, 2010
Coca-Cola and the ARG campaign "The Secret Is Out There" | RT @nomimesmedia
via ypsilon2.com
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