We didn't do a :30 radio ad. Instead, we let people know Share A Coke is back with more names than ever, by creating a totally unique song for every name on Coke bottles - over 1,000. It became the ultimate unskippable media - a song about you, or someone you love.

The campaign launched in radio, driving people to the Coke website to find their song and share in social. Celebrities joined in. Stations turned the songs into hours of free on-air programming.

When people tweeted about not having their name, we surprised them with a custom song written in real time.

44.8 million media impressions. 177% increase in site traffic. 264% increase in transactions.

This idea started with a brief for a 30-second radio ad to announce that names are back on Coke bottles. It became a much bigger media idea: a campaign of over 1,000 totally unique songs celebrating every name on bottles, designed to reach people in as personal a way as possible. The campaign launched on radio - with so many songs you never heard the same one twice. It spread socially from a microsite where people could find and share their songs. Celebrities and influencers weighed in, and radio stations played with the songs, providing hours of free on-air programming.

We launched in radio with so many names you never heard the same one twice. The spots drove people to a special Coke website to find their song and share in social. We even wrote hundreds of songs in Spanish. When people tweeted about not having their name, we wrote custom songs in real time.

U.S. Teens and young adults loved Coke's Share A Coke campaign with names on bottles. But how do you bring excitement to a program entering its fourth year, with a brief for a :30 radio ad?