Coca Cola asked us to launch a new variant of their Mother energy drink, called 'Mother Lemon Bite' to men, aged 18-29. The brief required a launch platform that would resonate with the target audience, reinforce the brand’s creative idea: 'stupid amounts of energy' and use humour to drive talkability.We enlisted The Fully Sick Rapper, a digital native with an established online fan base and we challenged him to attempt to exceed the world record for the world’s longest freestyle rap. Having become a YouTube sensation following 7 months 'rapping' in medical isolation, he was the perfect choice.First, he leaked a video announcing the challenge and called on his fans to submit rhymes. Facebook became the central hub for consumer engagement in the lead up to the attempt, and on the day, bite sized hourly highlights were pushed out, along with personal rhymes and shout outs for key media. Complementing this was the execution of a comprehensive blogger and media outreach strategy, to maximise exposure beyond social channels.Total reach of the campaign was over 4 million, exceeding the reach benchmark by 300%.

Over 1 million people engaged with the campaign via social media channels alone.

The Fully Sick Rapper posted a video on YouTube and Facebook inviting his fans to suggest rhymes for his rap. Mother’s Facebook page became the campaign hub for these submissions and their YouTube channel hosted all video content. Consumers were driven to a Facebook app via a comprehensive editorial and blogger outreach program.

The Fully Sick Rapper also recorded personal raps for several influential media personalities to engage them in the campaign early on.Thanks to the help of the fans (and a Mother Lemon Bite) he met the challenge, with a rap lasting nine hours and twenty minutes. During this time, hourly highlight videos were pushed out, plus edits of each personalised shout out were shared with fans to disseminate amongst their own network. The digital strategy was designed to ensure we delivered content to the fans that that was entertaining, bite sized and easily sharable.

Total reach of the campaign was over 4 million, exceeding the reach benchmark by 300%. Over 1 million people engaged with the campaign via social media channels alone. This was achieved via 32 pieces of targeted media and blogger coverage, views of 9 hourly highlight videos and the creation 59 personalized shout outs, sent back to the fans for them to share.The campaign was the lead story on the homepage for The Sydney Morning Herald, The Brisbane Times, WA Today and The Age news sites; this alone delivered branded campaign content and a link to the Mother Lemon Bite Facebook tab to over one million people. The program delivered a cost per 1,000 impressions of $25 with Coca Cola using the campaign as an internal benchmarking case study for other markets around the globe.