Afraid that Diet Coke was losing its relevance among a younger generation, the brand created an original program called the Style Series. Featuring celebrity performances and interviews, the show catered to a young, pop-culture obsessed demographic. The show was filmed in front of a live audience, simulcast live onto digital billboards in Times Square (passerbys could dial a number to get the live audio) and for the first time ever, the live content was streamed online through banner ads. Each episode was then repackaged and distributed as weekly webisodes. The show's editorial content encouraged viewers to make their own associations between Diet Coke values like style, balance, and inspiration and the brand itself. The campaign delivered over 300 million impressions and over 30 million video views.
MediaVest: Erica Rosengart, Senior Vice President, Group Client Director; Devinn Kraut Tafaro, Vice President, Connections Associate Director; Jessica Gagliardi, Connections Manager; Katy Carlin, Activation Associate Director, Digital; John Ohara, Digital Manger; Anjili Agarwal, Digital Associate; IMC2: Chad Shockley, Account Manager; Malinda McFarlande, Strategy Director; Michael Piekarski, Creative Director. DBG: Rick Kleczkowski, COO; Joseph Gomez, CCO. Coca-Cola: Stephanie Eaddy, Sr. Media & Interactive Manager; Bill Kelly, Senior Vice President, Trademark Brands.