Visitors to the MySpace home page find a cherry-flavored locale, with vertical Cherry Coke banners on both sides of the page and two display ads that invite them to click through to "own the home page for a day" and "make yourself famous."
Once on the Cherry Coke profile page, a "Page Design" contest allows visitors to use a custom-built page editor to "Cherry" their own profile page. Contest participants can submit their "Cherried" page to the MySpace community, which votes for their favorites. The grand prize: the contest winner's profile becomes MySpace.com's home page for 24 hours.
According to Josh Mooney, CMO for JUXT, MySpace told him to expect 2,000 design submissions during the month-long campaign--and the number was surpassed in just the first five hours. After about 24 hours, the number was up to 16,000. And Cherry Coke had 22,000 new friends.
Cherry Coke's media agency Mediavest worked with JUXT on the buy, with JUXT handling all creative.