Coca-cola Promo, Case study TRUTH OR DARE by Faktor 3

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Industry Soft Drinks, Games, Online Game
Media Promo & PR, Case study
Market Germany
Agency Faktor 3
Released September 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: COCA-COLA
Manager Creative Excellence: Melanie Niekant (Coca-Cola)
Creative Excellence: Verena Nabrotzky (Coca-Cola)
Brand PR: Leane Zaborowski (Coca-Cola)
Media/One Voice: Michael Mahrzahn (Coca-Cola)
PR/Social Media, Management Board: Frank Schütz (FAKTOR 3)
PR/Social Media, Team Lead: Brita Schirrmeister (FAKTOR 3)
PR/Social Media, Consultant/Community Manager: Catherina Ewig (FAKTOR 3)
Strategy/Media: Christian Genkel (CARAT)
Digital: Marc-Peter Rathsack (argonauten G2)
Digital: Maja Rollin (argonauten G2)
Digital: Silke Gottschalck (argonauten G2)
Digital: Konradin Resa (argonauten G2)
Creation, General Manager Consulting: Petra Stachowiak (M.E.C.H The Communications House - Berlin)
Creation, Chief Creative Officer: Britta Poetsch (M.E.C.H The Communications House - Berlin)
Media placement: Press Releases -, Der Kontakter, Brauereijournal, Getränke Industrie - 24 March 2010
Media placement: Online Game 'sagen oder wagen' as application - - 31 March 2010
Media placement: Daily Communication - Premium profile page on, 'sagen oder wagen?' group on SchuelerVZ. - 31 March 2010
Media placement: Weekly contributions to the discussion - 'sagen oder wagen?' group on - 31 March 2010
Media placement: Media cooperation - BRAVO - 14 April 2010
Media placement: Lottery - - 20 April 2010
Media placement: Lottery - BRAVO - 28 April 2010
Media placement: Newsletter - - 21 May 2010
Media placement: Lottery - HEY! - 30 June 2010
Media placement: Media cooperation - HEY! Girls - 13 July 2010

Summary of the Campaign
Fanta got thousands of teenagers to embarrass themselves in front of their friends repeatedly – and to have fun with it. How did that happen? The answer: The Fanta "sagen oder wagen?" game (based on "truth or dare") struck a nerve of the everyday teenage world. Embarrassing situations are waiting for teenagers around every corner – but true to the Fanta claim of "more play, less serious," nothing is so embarrassing that you can’t have fun with it. The "sagen oder wagen?" game transported this message from the TV campaign in a playful way, as Fanta invited their target audience of 12-19 year old teenagers to complete embarrassing tasks or answer embarrassing questions. Featured on Germany’s most popular social networks for pupils, schuelerVZ, but also in the "offline world" via a media cooperation with Germany’s biggest teen magazine "BRAVO," the game became a smash hit with teenagers in no time, as it was downloaded 358k times, prompted thousands of interactions with Fanta fans on the official community pages, and turned more than 77k users into fans of the profile page.

The Situation
A market analysis showed that Fanta had steadily been losing market share since 2000 in the orange sparkling segment, in part because of decreasing consumption of teenagers, their main target audience. Hence, reconnecting to this audience was crucial. Studies provided proof that the media usage of this demographic made online the ideal channel of communication instead of classic media like TV.

The Goal
True to the slogan of "More Fanta, less serious," the Fanta TV commercials claimed that "nothing is so embarrassing that you can’t have fun with it." Our campaign had to remain true to this, while positioning Fanta as a fun brand for the target group of 12-19 year old teenagers. In order to achieve this goal, our campaign had to be authentic and relevant – which meant creating a lasting emotional connection with the audience, while also pushing Fanta sales numbers. Tricky – but achievable through an interactive online game based on the concept of "more play in the world."

The Strategy
Our campaign built on the idea of the TV spot and transported its core concept into the everyday life of teenagers, where avoiding embarrassment is a relevant challenge. We put a positive twist on this issue, based on the claim that "nothing is so embarrassing that you can’t have fun with it": our own version of "truth or dare" in the form of an online game, which invited teenagers to playfully challenge one another to complete embarrassing tasks or answer embarrassing questions. We chose the social web as the ideal channel to communicate with the target group and allow the game to go viral, and hand-picked schuelerVZ, Germany’s biggest social network aimed at 12-21 year old teenagers with 5,8M members, as the focal point. In addition, we took the campaign offline in the form of a media cooperation with the top German youth magazine "Bravo."

The "sagen oder wagen?" game started on 01/04/2010.
All activities relating to this game – community management and social media PR – as well as the concept for the game fell into the responsibility of the PR agency. The mechanics are simple: After downloading the app, users can invite others to play and challenge them by sending them a card with "sagen" (truth) or "wagen" (dare) tasks. Upon completing the challenge, the result is visible to other users of the app, so as to invite more players and encourage comparisons amongst friends and thus brand engagement. Also, a "premium" profile page serves as the permanent presence for Fanta and source of information for fans, while a "sagen oder wagen?" group invites interaction and discussion with the users of the app. E.g. each week, the top "sagen oder wagen?" card was presented by the community manager, and discussed by the community.

Documented Results

The campaign was a giant success – match to the core target group was very strong as well. Our campaign delivered on the promise of direct interaction with fans of the brand, and allowed for a richer brand message to be communicated. The campaign created viral effects through the invitations and challenges of new users. The overall target of 100k downloaded apps was achieved within only eight days – by 01/08/2010, 358k downloads had been tracked. Currently there are almost 77k fans of the official profile, and 5,262 members of the community group. Interaction with the target demographic is very high, as evident with 6,938 messages received, 6,995 notes written on the message board and 535 entries on the forums of the group. Our campaign held true to the promise of direct interaction with the brand's fans, and succeeded in communicating a comprehensive message and increasing brand awareness.