It is our strong point of view that branded entertainment via a digital-centric campaign, which is rooted in social media, is vital for creating global movements. The digital environment is a much freer place to seed and spread content and is definitely a more attractive way to connect with our consumers in an engaging way. This was coupled with our goal to make our experience social at its heart, with the goal of bringing the user in at the outset to act as a driver to building the conversation. As our ultimate objective was to create a global movement, one in which 192 countries participate, we required an approach that would not be restricted to any given country or regulatory body. A digital-based branded entertainment platform allowed us to achieve this.

The challenge: ignite a conversation around possibilities to inspire young people everywhere to take action.The objectives:- Gain share of heart and mind by inspiring as many people around the world as possible- Motivate people to contribute to the conversation and engage with Coke ZeroThe strategy:Our campaign idea was inspired by Coke Zero’s origins. A brand born out of a belief that anything is possible. The territory of ‘possibilities’ was rich and resonated with young adults today. Yet the surprising truth, we discovered, was that greater possibility was potentially paralysing. We asked ourselves - could we inspire and encourage the youth to turn their possibilities into realities? So we launched a massive brand and user-driven social media experience around ‘Make it Possible’. To get it off the ground, it had to be incredibly entertaining - our answer was dance. By harnessing the momentum and entertainment value of dance, Coke Zero started to not just converse like a lifestyle brand, but to move like one too. Our driving principle: every story we share should inspire action.The execution:Our challenge was to find someone with a dream in dance that hadn’t yet been made possible. We launched a social media audition, partnered with influencers in the dance community (Jon M. Chu and the famous dance crew The LXD) and drew in hundreds of original dance move submissions from people all around the world. The LXD interacted with submitters in real time. Individuals from 32 countries participated in the online casting, via Facebook, Twitter & YouTube, and our online platform. We found our hero and helped him spread his dance out into the world through documentaries, a music video, outdoor, a worldwide tour - and finally recapped this online journey in a TV spot that we cast from our online community.

Our strategy was to approach the diffusion of the content in a new way that went beyond traditional paid media channels. We decided to leverage existing communities and tap into the power of their already established fan bases as the 'media'. And given our content had the theme of ‘dance’ at its core, we started by partnering with the film director Jon M Chu and the famous dance crew, The LXD, to connect with their community of fans who were passionate about dance. We then furthered this circle to influencers and bloggers within the dance community.

51m people were touched, driving 192 countries to join the movement. The video content was shared via Twitter, Facebook, Pinterest and YouTube, creating 6 months of global online conversation. Up to 30 minutes were spent on the platform. The story is so inspiring that 21 hours of content has been produced so far.