Project / As it is elsewhere, expressing good wishes for the New Year is a traditional custom in China. We took this idea and drew inspiration from what is perhaps Coca-Cola’s most significant brand asset – the classic contour Coke bottle. A social media campaign leveraging key online opinion leaders was implemented through some of China’s largest social networks. In a first for the Chinese market, participants were given an opportunity to truly interact with the Coca-Cola brand. This came about when, on completing a wish through a social media site, the text was converted by the programme into a striking two-dimensional visual of the classic Coke bottle for participants to view and to share with friends who could then repeat the process.

A striking three-dimensional Coke ‘wish bottle’ containing real-time aggregated wishes from the participants was displayed on the site, further enriching the user experience. The vivid and interactive content provided the engagement needed to build significant momentum which was supplemented by strategically placed viral videos, which aimed to sustain and build on that momentum.

Outcome for the client / The campaign ran over a two month period either side of Chinese New Year and proved a winning model, delivering results that beat targets. In this short time almost 12 million unique visits and 3 million viral wish bottles were created and shared. This was further supported by evidence of high visitor figures to Coca-Cola China’s website providing additional engagement opportunities for the client.