Coca-cola Korea's objective for 2001 was to connect to youths via their passions. the 'Game' arena wwas identified as a key youth passion. Universal McCann were challenged to execute and activate the 'game'passion in an innovative and engaging way. Universal McCann seized an opportunity for Coca-Cola to take ownership of Ongame Star League, program development on cable TV featuring pro-gamer Starcraft challenges. Contestants battled one on one in front of a live audience at the ASEM COEX Mall's mega Web station, a massive network gaming hall. The battles were broadcast live on cable TV.The extensive negotiations resulted in a totally integrated markeitng solution and set a new precedent for Universal mcCann's cable TV bonusing levels, as an amazing 1000% bonus level was applied to this sponsorship package.Above and beyond the normal expectations of program sponsorship packages of advertisements and sponsor announcements the Coca-Cola Ongame Star League commitment included:Integration into the program set with audience interation at ASEM COEX Mail's Mega Web StationASEM COEX Mall's Mega Web station is a massive network gaming hall where the program was broadcast. Every night the gaming hall is filled with Korean youth challenging each other and watching the contestants in the studio area. The set design incorporated Coca-Cola signage and the contestants wore Coca-Cola Tshirts and armour.Promotional Activations at the ASEX COEX MallIncluding exclusive Coca-Cola pourage rights in the ASEM COEX cinema Complex and Mega Web Station.Online enrichment Coca Cola Ongame Star League Web siteMassive series final playoff eventcoca Cola owned the playoff finale event held at Janchung Stadium with attendance figures of over 7,000.Extensive PR coverage. The sponsorship program was generated when Universal McCann Korea discovered synergy between two key insights. The first key insight being the selective and active increases in viewership of cable television for teens and young adults. The second beign the emerging fad of multi-networked PC games as networked gaming rooms had started to flourish. One of the most popular network games was 'Starcraft'. To effectively reach or 'Connect' with teens on cable TV Universal mcCann drove Coca Cola to become an active part of a hot new cable property , 'Ongame Star League'.The marketing program was continually enriched by suggestions from the Universal McCann Korea team; suggestions like broadcasting the game finale live. We beleive this submission is special because Coca Cola's Ongame Star League is nto only the new gaming sensation to hit Korea but this media led communication activity has become entrenched in youths lives it's become popular culture of Korean teens. Kids in Korea now dream about being a Star League 'pro-gamer' not a doctor or a lawyer.the total integration of the Coca Cola brand into a complete Ongame Star League marketing program demonstrates clearly Universal McCann Korea's ability to deliver cut thru effectiveness connecting the Coke brand with consumers resulting in dramatic brand indicator shifts.'first favoured carbonated soft drink brand' up from 24.9% tyo 35.5%'purchase intent' up form 66.4% to an amazing 79.6%

The sponsorship program was generated when Universal McCann Korea discovered synergy between two key insights. The first key insight being the selective and active increases in viewership of cable television for teens and young adults. The second beign the emerging fad of multi-networked PC games as networked gaming rooms had started to flourish. One of the most popular network games was 'Starcraft'. To effectively reach or 'Connect' with teens on cable TV Universal mcCann drove Coca Cola to become an active part of a hot new cable property , 'Ongame Star League'.The marketing program was continually enriched by suggestions from the Universal McCann Korea team; suggestions like broadcasting the game finale live.