A 90-second version of the Super Bowl spot along with a documentary style behind-the-scenes film were distributed to 13 different segments of Americans - each represented by individuals in the film. Each was distributed into news feed through a video page post and introduced with copy and imagery that celebrated and endorsed a specific value that defines these Americans shared pursuits – from love to family to faith to fun.

It reached a Super Bowl-sized audience on Facebook (88MM) yet was a highly personalized experience across each distinct audience (e.g., 22MM LGBT community, 8.2MM Mexican Americans, 2MM surfers, etc). Positive conversations took over Facebook around the film, overpowering negative chatter and becoming the top trending topic on Facebook during Super Bowl Sunday and for days to follow. It sparked 63MM earned impressions, drove a huge engagement rate (3.51%) with some segments as high as 6-7% (e.g., Arab Americans 6.42%). Millions of Americans participated in the conversation, applauding Coca-Cola for celebrating the uniqueness of the people that make up this country.