MediaVest
Coca-Cola, "Secret Formula"
SOCIAL APP AS ADVERTISING
Coca-Cola wanted to get back in touch with teens by giving them a new platform for self-expression. To achieve this, the brand re-invented Living Social's "Pick Your 5," the most popular app on Facebook, allowing users to pick "Five Things That Make You Happy." This added functionality let users pick from any category across the application's database. The five ingredients of happiness were then paired with Coke's Secret Formula ingredients to weave more Coke messaging into the experience.