Coca-Cola Happiness Factory plays brand love game

Extending the popular Coca-Cola Happiness Factory campaign to social media proved a winning approach for Coca-Cola, as it sought to build ‘brand love’ amongst younger audiences. Measured using unique ICE methodology, ‘brand love’ is defined by an agreement score of 7.5 out of 10 on several highly positive brand perceptions. A branded Coke Happiness Factory game on Windows Live Messenger proved the most effective driver of brand love amongst 16-19-year-olds. Dashboard advertising on Xbox Live proved 41% more effective than TV for the same audience.

Campaign objectives:

Build brand love for Coca-Cola amongst an audience of 16-19-year-olds. Brand love is defined as an average agreement score of 7.5 out of 10 on the following perceptions:

• I would consider buying Coke next time I’m buying a soft drink
• I intend to buy Coke next time I’m buying a soft drink
• Coke is my favourite soft drink
• Coke is a brand I love
• Coke is for someone like me
• Coke is a feel-good brand.

Creative solution:

The Coca-Cola Happiness Factory campaign used a branded Windows Live Messenger game and Xbox Live dashboard ads alongside channels such as TV, Cinema and Outdoor, to drive engagement amongst youth audiences. In the Coke Happiness Factory Messenger game, teen consumers took on the role of the Happiness Factory’s cuddly band of workers; through the Xbox Live dashboard ads they could download campaign elements or talk to expert gaming buddies to increase their Xbox Live skills.

Key results:

• The Windows Live Messenger game proved by far the most effective channel for the campaign amongst 16-19-year-olds, with 7 times the impact of TV on brand love

• The Xbox Live campaign proved 41% more effective than TV when it came to increasing brand love for Coca-Cola

• The Windows Live Messenger Coke Happiness Factory game was played over 915,442 times by over 288,112 unique users

• Xbox Live in-game and dashboard ads delivered over 3,622,174 impressions with a click-through rate of 5.18%.

Click here to download the full Coca-Cola Case Study

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