Board of Summer Activation Coca - Cola Interactive Music
-Recover Coca-Cola's leadership in terms of music among Teens.
-Finding an Area within Music differentiating Coke.
-Given that all the consumers were connected with Music in the same way: Going to Concerts, Buying Music, Dancing at NightClubs and Pubs.
-Internet, Downloading Music, Listening to MP3, watching Videos in the Web have not been explored by any other brand.
-Music Consumption Events involve a Digital Device.
-Teemagers are mostly Interested in Customization, Choosing the Content, Creating their own Contents, Creating their own Music. Interacting and sharing with others.
-Teenagers quest to build their own Identity and get the opportunity to Express Themselves.
WE CREATED COCA-COLA INTERACTIVE MUSIC
The Action starts with the Creation of The Summer Hit: " Hoy Quiero" (Today I Want), and then TVC is launched.
-TeenAngels, the most popular and acclaimed Band among Teens in Argentina, recorded their own versions.
-We distribiuted the lyrics and a CD with the song at Toll Booths.
-We launched An Especial Edition Bottle with the lyrics.
We invited Teens to experience Coca-Cola on the beach, on the CCIM Module you could:
1_Enter your details and you can choose Easy-to-Record Pop. Latin or Rock Versions of the song.
2_Enter the Dressing Room and get the look of a Rock & Roll Star.
3_Record your own version live and shoot your music Video on a Green Screen were you can chosse a Background.
4_Take your version of the song and tour video in a USB Bracelet. Your versions are automatically Uploaded to CCIM WEB.
And you are Participating in a Contest to Travel to go and see the MTV Music Awards Tokyo!!!!
There were Mini-booths in Buses, Pubs and NightClubs for consumers to participate.
THE ACTION WAS A COMPLETE SUCCESS AND MULTIAWARDED ON FESTIVALS (such as El Diente, El Ojo de Iberoamerica and FIAP, and is in the ranking of best Latinamerican Creative Ideas of 2009).