Sapient Interactive - Coca-Cola Co./Burn
Finalist Campaign in Social Media
Sapient Interactive; Burn Facebook Team
Burn alter ego is dirty clever. burn was already a popular energy drink at nightclubs, but the company wanted consumers to think of it during the day, too. Sapient went to Facebook, where it gave users the ability to create personalized avatars who would then go out all night with other Burn avatars, paired up at random or with people from the user's friend list. When the user signed on the next morning, he would discover the exploits of his avatar, complete with photos, which he could then share with friends during the day. Burn Alter Ego is a unique and hilarious campaign needing little effort from the users themselves, which alleviates some of the party-time blame.