Impossible Made Possible
- Brand
- Coca-Cola
- Year
- 2009
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Dinahmoe
- With
- North Kingdom
Objective
Coca-Cola Zero wanted to re-engage its core audience — men in their early twenties — around the idea that the impossible, like great Coke taste with zero sugar, really can happen. The TV and cinema ads told a 30-second joke about a guy in a hopeless spot getting rescued by an all-female SWAT team, and the brand needed a digital home where that joke could turn into a real, extended experience, giving the campaign its own destination that tied the TV flight together with Facebook, YouTube and its banner ads.
Solution
You arrive as a new recruit at the Coke Zero SWAT team's secret headquarters, a 3D space you walk through rather than a single video page. Moving around the base, you can watch footage introducing the all-female rescue squad before picking up your assignment. The main event is a live-action video mission: you have to race against the clock to straighten up an apartment and its occupant, then get yourself out of the building before her father storms through the door. Once that's done, a separate "simulator" area offers a set of timed challenges and training drills to work through, plus a downloads section to grab extras from the campaign.
- 1
The player lands inside a story rather than a standard promo page: a secret Coke Zero SWAT team headquarters, presented through full-screen video and interactive 3D environments.
- 2
The player receives the backstory: a team of women runs the base, tracking down guys stuck in impossible situations and setting out to rescue them.
- 3
The player takes on the campaign's mission — making the impossible possible — and moves into a video-driven playthrough of it.
- 4
The mission plays out as an interactive video sequence: the player cleans up a trashed apartment, gets the girl ready by sending her to shower, and then races to get out of the building before her parents break down the door.
- 5
After the mission, the player can enter a simulator section made up of standalone challenges and training modules built around SWAT-style prep.
- 6
A separate downloads section offers campaign materials to take away.
- 7
The story extends beyond the site: players can follow a Coke Zero fan page on Facebook, watch videos on the campaign's YouTube channel, and reach the experience in the first place through rich-media banner ads.
