‘The AHH Effect’ campaign is described as ‘that multidimensional feeling of happiness, satisfaction and delicious refreshment one experiences after drinking an ice-cold Coke’. The 61 dimensions of ‘AHH’ are brought to life through a range of digital experiences, from games and films to GIFs, and the programme ‘showcases all of the qualities of Coke and positions the beverage as the ultimate refresher’.
The campaign’s 61 separated 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 have gone live, all featuring a ‘teen-worthy moment of randomness, creativity and delight that’s best experienced from teen’s favourite gadgets – their mobile devices’. The remaining 44 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 programme.
“Digital, social and 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-Cola’s 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. For instance, 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.
Coca-Cola worked with Wieden+Kennedy in Portland, Oregon, to create the campaign.
Source: The Coca-Cola Company
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