Gaming case study: Coke Zero targets teenagers in Denmark via Facebook

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Coca-Cola Zero in Denmark used gamification to get 35,000 teenagers to solve a puzzle and claim their free Coke Zero.

Case study summary

• Coca Cola Zero increased engagement amongst teenagers via gamification
• The game which sat within a Facebook timeline was played more than 90,000 times

Challenge

Coca Cola Zero wanted to remind teenagers in Denmark of the great taste of the popular drink. Instead of simply giving away free samples, Coca Cola Zero got teenagers to solve a puzzle and go to the nearest 7Elevn for their free sample. Driving engagement through gamification for teenagers.

Solution

Coca Cola zero created an online game with a voucher for a free Coke Zero as the reward. The game was served in a Facebook ad in teenagers news feeds. Coke Zero decided to use the Facebook newsfeed as a location for the ad as it has 84% penetration amongst the target audience. Adding the game to the Facebook ad on the newsfeed removed barriers and extra clicks to landing pages. To ensure that only teenagers received the ad, the game was dark posted on Facebook, meaning that only teenagers were targeted and saw the ad.

Once teenagers successfully completed the game, they were asked to provide their mobile phone number to receive a voucher for a free Coke Zero which they could redeem at any 7Eleven in the country.

Results

• High engagement with 90,000+players
• 80% of players gave their phone number
• 35,000 teenagers claimed their free Coke Zero from 7Eleven (more than 10% of all teens in Denmark

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