Branded entertainment is not found that often in the digital space in Germany – especially not aiming towards teenagers. This situation combined with the fact, that no restrictions in terms of seeding apply to digital formats and no contracts with any broadcaster had to be signed, a simple cooperation with local musicians – being relevant to teens – offered the chance to add a branded piece of entertainment with a high level of credibility as a content piece to the campaign.

To use the digital channel in the best way possible, the content should not only be spread as original content, but furthermore all users had the chance to personalize it with their own names, and by this one simple piece of branded content was multiplied to 150,000 personalized pieces of branded content – each very personal and thus highly relevant to all contributers.

The content was originally posted on the official Youtube-Channel of Laserkraft 3D – the DJ Duo producing the song – thus giving it high credibility. Furthermore, it was implemented on the campaign hub with the additional option to have it personalized. The song itself was featured on Spotify with a one-day Homepagetaekover.

The campaign was the most succesful campaign ever for Coke in germany. The Online Campagin hub had 4.2 million visitors, outranking every other coke market in europe and even outranking content-driven websites like mtv.de. During the peak of the campaign, daily visitors exceeded the monthly average of Coke.de. And the best of this result: Nearly 70% of all visitors came via owned and earned media channels.

But not only the website drew attention. The Picture oft he day was an instant hit, creating thousands of user images featuring small gestures of friendship and making each user a brand ambassador.

Video content by Youtube stars Y-Titty generated more than 1.5 million views and gathered 26.000 comments, with a sentiment ratio of 95% positive comments.

And the official campaign video was personalized 150,000 times, leading to 2.4 million impressions overall.

The attention was big among teens, and this also showed in Google searches, leading to an all-time high of 880,000 Google searches during the campaign.

The virality of the campaign, its contents and the user generated contents led to an all-time high of 12.4 million social impressions during the campaign.