• by OMMA Magazine Writers , September 3, 2010

MediaVest
Coca-Cola North America, "Live Positively"
SOCIAL: CAMPAIGN

MediaVest was tasked with highlighting Coke's involvement in charitable causes such as The Boys and Girls Club of America, youth sports, wildlife conservation, and AIDS in Africa without it feeling forced or self-congratulatory. They used peer-to-peer advocacy on Facebook with a virtual "gifting" game, in which participants could send friends a virtual bottle of Coke to post publicly on their profiles, and Coca-Cola would donate $1 to the Boys and Girls Club. The program achieved an 11% point increase in positive sentiment.