Coca-Cola wanted to connect a new generation: the popular generation Z. They emerged and arrived dictating new consumption trends for the entire market through unique behaviors and values. They were the ones who practically invented the age of sharing on social networks, generating interest in personalized and instagrammable products.

If the regular flavor wasn't enough to catch their attention, we needed something new and exclusive to do it.

If the Gen-Z don't do what people tell them to do, we hand over the power to them to launch our new collab with Marshmello. So we developed the first real life game on Twitch in which during one hour the fans could control and decide Marshmello's actions through a series of missions inspired by the most famous games. People could decide the following actions of the Dj just by typing on the chat or voting on an interactive voting poll system that we developed exclusively in partnership with Twitch just for this experience.

The livestream had more than 600K viewers around the globe and was broadcasted simultaneously to U.S., Brazil, Argentina, Spain, Turkey, Mexico, and others. And as a reward, the participants got the chance to try the newest Coca-Cola before anyone else.

Coca-Cola was thirsty to connect with the freshest generation on the scene: Generation Z. These trendsetters had shaken up the market with their unique habit, carving out new paths of consumption. They practically birthed social media, craving immersive and personalized products that matched their vibe. But for the first time, Coca-Cola wasn't capturing the attention of an entire generation.

After digging deep, we uncovered a juicy insight: The regular Coke was too regular for Gen Z.

Our strategy was clear: we needed to ignite their taste with something fresh and exciting. We wanted to keep the public involved, inviting them to try and feel the vibes of this epic collaboration, creating a multi-sensory experience that spoke directly to their desires. And that's exactly what we did.

A 60-minute gaming experience with Loserfruit and other notable streamers around the globe to engage fans to solve a series of missions by typing in the chat for the streamer to give the command for Marshmello or choosing his following actions with the buttons on the stream.

The audience could choose his moves, and decisions on a 100% live real-life adventure to launch his new collab with Coca-Cola. The fans had to go through a series of missions inspired by the most famous games like GTA, FIFA, etc. The game was broadcast simultaneously in multiple languages by streamers around the world, including the U.S., Brazil, Argentina, Spain, Turkey, , Mexico, among others. The livestream attracted more than 600K viewers. As a reward, the participants got the chance to try it first.

The Twitch live stream was an absolute smash hit, pulling in a seductive 3.5 million minutes of watch time. More than 600k watching live. An 45 minutes average user time on experience. And that's not all - the unique views skyrocketed an incredible 250% compared to the benchmark. The audience was entranced, engaging in over 60,000 steamy interactions through chat. That's a sizzling 14.5% engagement rate, leaving the 1.2% benchmark in the dust.

But the heat doesn't stop there - this seductive stream attracted over 600K viewers, spreading its allure across 12 countries. The buzz was electric, captivating viewers with every tantalizing moment. From start to finish, this livestream was an absolute feast for the senses, leaving viewers absolutely breathless.