The objective was to clearly position the new product "Coca-Cola Zero" as male counterpart for Coca-Cola light and to stage a campaign under the claim "Life as it should be" online. The core idea: control something happening in real life via the net. The topic: fast cars, pretty girls and online gaming, all of them perfectly matching the interests of the young and male target group.
From 2 to 20 July 2007, users could take part in a real Carrera race via the internet. And this is how it worked: every working day from 5 p.m. to 9 p.m. users could go to www.cokezero.de, enter their user name and racing motto, keep track of their stand-by position, and then start racing man against man. The result: users stayed at the site for up to one hour and caused a particularly high level of interactivity and website traffic.
More info: archive and best of video, technical background, campaign details
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LIVE-USER-INTERACTION / Users can control the assembled Carrera tracks via the internet. |
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THE RACE / Accelerating with the mouse, for 6 whole circuits, man against man. |
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RACE GIRLS / Anna and Aldina cheer the drivers on and put the cars back on the track. |
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