Coca-Cola has had tremendous success with "Share A Coke" campaigns in China since 2013. The goal of the campaign has been to build relevance with young Chinese throughout the summer campaign period in order to increase consumption frequency and grow the pool of drinkers.

Following the success of "nicknamed bottles" to "song lyric bottles", we had to revitalize the concept and ensure we delivered on the same business objectives. This year's idea revolved around "Adding Drama To Your Summer' leveraging youth's key passion point of movies and TV series. We placed famous Chinese movie quotes on the Coke bottles with an objective to build up Coca-Cola's Great Taste, romance the consumption experience in the hot summer months to drive "Share A Coke" behavior further. However, other than TVCs for awareness, we lacked scale and an impactful way to kick start the campaign for what could really be

Perfectly timed with Coke's official TVC schedule, series of original vignettes were released consecutively on social platforms Wechat, Weibo and video platforms with zero media spent. 9 hero branded content at approximately 1 minute each were individually performed by the US stars such as Chloe Bennet of Agents Of Shield and Matthew Moy of Two Broke Girls to cleverly integrate the famous Chinese movie quotes. In order to make the content more appealing, we replicated the scenes and characters in which the fans would be familiar with. We ven got the US stars to speak Chinese!

Second phase involved another 20 US celebrities such as Lee Pace of The Hobbit to film greetings and interviews based on the Chinese movie quotes at the San Diego Comic Con Festival in China and USA. The campaign leveraged about 100 celebrities and KOLs (famous bloggers) to amplify the sharing socially.