Coke’s AFL ‘message’ was actually the word of the fan from the forum. Coke took the VOICE of the fans to the EARS of the club coaches via the biggest AFL shows on TV and radio. The opinions were integrated into the content of the media e.g. radio commentators debated fan opinions from ‘cokemakeyourmark.com.au’ with players and coaches – a first! Both the radio and TV properties delivered an unprecedented level of branded content integration.

Perception of Coke shifted from being a sponsorship ‘badge’ to representing the voice of the fan,a huge achievement for a corporate giant. The forum engaged 200,000 unique fans, spending an average of 21 minutes per session on the site! The depth of content integration achieved set a new industry benchmark.