Challenge:
Coca-Cola needed to reconnect with young adults aged 13 to 24, a demographic that had become less engaged with the brand compared to previous generations. The goal was to reignite brand passion and increase engagement during the peak summer season.
Insight:
Young consumers respond positively to experiential marketing campaigns that provide shareable, memorable, and interactive moments, especially when tied to a fun and immersive environment.
Opportunity:
Position Coca-Cola as a brand that brings refreshing, unique experiences to beat the summer heat while leveraging live events and digital amplification to engage a younger audience.
Solution:
The Swelter Stopper campaign featured a 22-foot-tall, 30-foot-wide, human-sized snow globe that provided a frosty oasis during the summer.
- Inside the snow globe, visitors experienced activities like a branded Nintendo Wii snowboarding game, the “Perfect Serve” Ice Bar serving Coca-Cola slushes chilled to 37 degrees, and photo opportunities with the Coca-Cola Polar Bear against a snow-covered mountain backdrop.
- Photos were shared via Flickr and social media, enabling participants to amplify the campaign online.
- The campaign toured 98 events across 42 U.S. cities, partnering with Live Nation, Six Flags, and Disney for increased visibility.
Results:
- Attracted over 278,000 participants across events.
- Achieved 6.8 million mobile impressions, 10.9 million Facebook impressions, and gained 116,277 new fans.
- Generated 16,700 photo uploads on Flickr, which received 43,501 views, and secured 53 blog and website features.
- Independent research showed that 86% of participants liked or loved the experience, and 66% intended to tell friends about it.
Impact:
The Swelter Stopper campaign successfully revitalized Coca-Cola’s connection with younger audiences by combining a unique physical experience with digital engagement, making the brand relevant and shareable once again.
