Cannes Lions

Rise Up

THE COCA-COLA COMPANY, Atlanta / COCA-COLA / 2017

Case Film
Film
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Supporting Images
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Supporting Content
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Overview

Entries

Credits

Overview

Description

• Multi-layered campaign featured:

o A strong in-store promotion that allows fans to win a chance to go to Essence festival as volume driver

o A unique partnership with Grammy-nominated talent, Andra day, as the face of the campaign and as spokesperson to drive PR and engagement.

o A documentary style film by director Yoruba Richen, a vocal social activist whose TED talk generated hundreds of thousands of views to drive engagement and conversations with our udience.

o Documentary series called “iRise’, featured stories of trailblazing African-American women who create, inspire and transform. Each episode was created around established passion points of the Essence audience: music, fashion and social change. The series was inspired from Andra Day’s hit song ‘Rise Up’ with empowering lyrics about perseverance.

Execution

• We kicked of the campaign in May with a media tour in New York and premiere of the films series in New York in partnership with Essence Magazine.

• Andra Day's image and lyrics of her empowering, anthemic single, “rise up”, was also featured on almost 40 million McDonald's cups. We also used cups as one of a kind content distribution medium and equipped with Shazam image recognition technology. Consumers were able to ”Shazam” the lyrics on the promo cup with their smart phones and activate exclusive short films and win a chance to go to Essence festival.

• Each week we released a new episode in partnership with a different media partner to keep the conversation live.

• The program ended with various activities around Andra Day’s main stage Essence Music Festival performance in July, meet and greets of promo winners and various appearances.

Outcome

•Program generated 65+ articles with nearly 700M potential impressions through media coverage.

•Documentary film got positive reviews by fans and featured in film festivals such as New Orleans Film Festival and Urbanworld Film Festival while generating over 680,000 views, 5198 posts with 46MM potential impressions

•Rise Up become platinum in USA with significant radio airplay.

•Campaign helped Andra to expand her reach, particularly to African American adult females. She was also one of the most visible artists at The Essence Festival with thousands of Coke/McD's shopping bags distributed, cups at all of the local restaurants, a main-stage karaoke activation on Friday night with Coke and of course, her performance on Saturday. Her social followers and engagement saw a spike throughout the campaign and an even larger spike during Essence Festival. She also got selected to become the cover of Essence Magazine by Essence editorial team in May.

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