The core campaign objective was to extend the cross-platform message of The Greatest Gift is Giving into the mobile channel, creating an opportunity for Coca-Cola to trial mobile advertising and engage their audience with a relevant, innovative mobile mechanic. The campaign allowed Coca-Cola to experiment with a brand-led mobile campaign versus traditionally transactional mobile campaigns, as well as drive viral traffic, encouraging loyal users to act as agents for the brand. Using iconic Coca-Cola Christmas themes of the past and present created an immediate identification with the creative among the target audience, as well as synergy with above-the-line Christmas activity.
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