Dogs doing a happy dance ice cube slingshots cats in boxes. Theyre just three of dozens of new experiences that come to life in The AHH Effect, a new digital campaign from Coca-Cola, which kicks off today.
The AHH Effect is that multidimensional feeling of happiness, satisfaction and delicious refreshment one experiences after drinking an ice-cold Coke. Its been described as the sound a smile would make if smiles made sounds, and its the centerpiece of a new teen-focused program from Coca-Cola. Bringing to life 61 dimensions of AHH through a range of digital experiences, from games and films to GIFs, the program showcases all of the qualities of Coke and positions the beverage as the ultimate refresher.
The campaigns 61 URLs are each home to an original experience. Beginning with www.ahh.com, each subsequent site includes one more H in its URL until reaching the maximum possible amount.
Seventeen experiences go live today, all featuring a teen-worthy moment of randomness, creativity and delight thats best experienced from teens favorite gadgets – their mobile devices. The remaining forty-four experiences will be populated throughout the life of the campaign, approximately 25 of which are designated for user-generated content. Coca-Cola is awarding those URLs to teens who submit their own creative interpretations of what AHH means to them. While the user-generated experiences will remain consistent, the other AHH experiences will be regularly optimized to deliver new and refreshed content throughout the multi-year program.
Digital, social & mobile are re-writing the rules of marketing. We can no longer have one-way brand to fan communications — instead the brand must facilitate true fan experiences to drive engagement, said Pio Schunker, senior vice president of integrated marketing communications, Coca-Cola North America Group. This campaign is the next step in our evolution of Coca-Colas marketing innovation. The notion erupted in 2012 when the iconic Coke Polar Bears watched the Big Game with millions of fans from their arctic living room, then millions more logged on to help ‘Gamify’ the Big Game with the Showgirls, Badlanders and Cowboys earlier this year. Now, we hope the AHH Effect will reach a new generation of Coca-Cola fans using the right content in just the right digital context.
The experiences offered on every AHH website will engage teens through the kinds of content they find most compelling. The challenging Guide the Bubble game asks teens to navigate a bubble away from rapidly falling ice cubes and straws in a glass filled with refreshing Coke. Theres also the upbeat Happy Dance, featuring several vignettes of characters, both human and animal, doing funny dance moves to various high-energy musical tracks.
Some experiences take the shape of light-hearted games, but the overall goal of the program is to remind teens of all Coke has to offer, starting with great taste. Ice Toss, for instance, challenges users to launch ice cubes into a moving cup of Coke to keep the beverage at a perfect, icy-cold 37 degrees the ideal temperature for ensuring maximum AHH effect.
The AHH Effect campaign is an unconventional and bold step for the brand to connect with teens. Through these experiences, were hoping to create the kind of unique digital journey of discovery that todays teens crave, said Andy McMillin, vice president, Coca-Cola Trademark, Coca-Cola North America Group. Based on our research, we know that teens are harder to reach than ever before. With The AHH Effect, were interacting with teens, and entertaining them through their own language. The experiences celebrate Coke as the ultimate refresher and remind teens what makes it so special, from the energy and great taste it offers to the optimism and uplift it provides.
Coca-Cola is partnering with some of teens favorite online destinations to drive engagement in the campaign. Alloy Digital, Break Media, Vevo and Smosh each will be featured in The AHH Effect sites. The Company also has designed specific experiences in association with customer partners, including Slurpee®
Sucker and Can Cans with 7-Eleven, Inc., Fry Choir with McDonalds and Mobile AHH Giver with Target.
The brand also is jump-starting submission for the 25 user-generated websites by connecting directly with creative teens. From students at design schools to members of creative communities focusing on music and gaming, the brand is actively encouraging teens to share how Coke makes them feel for the chance to own their own AHH.
Paid media and Coca-Cola behind-the-label content featuring AHH moments driving fans to various AHH URLs will begin appearing online and in stores on 20 oz. and 16 oz. products at the beginning of May.
Coca-Cola worked with Wieden+Kennedy in Portland, Ore., to create the campaign.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand, our Company’s portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey