Coca-cola Promo, Case study LIKE MACHINE by Promarket, Publicis Tel Aviv

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Industry Soft Drinks, Shows, Events & Festivals
Media Promo & PR, Case study
Market Israel
Agency Promarket
Producer Peleg Rapaport
Account Supervisor Guy Avrahami
Agency Publicis Tel Aviv
Creative Director Dudu Dahan
Art Director Bechor Bartur
Copywriter Guy Solomon
Released July 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: COCA-COLA
Product/Service: COCA-COLA VILLAGE
Date of First Appearance: Jul 1 2010
Entrant Company: PUBLICIS E-DOLOGIC, Ramat Gan, ISRAEL
Entry URL:
Chief Creative Officer: Enon Landenberg (Publicis E-Dologic)
Creative Director: Dudu Dahan (Publicis E-Dologic)
Account Director: Yogev Reinhold (Publicis E-Dologic)
Art Director: Bechor Bartur (Publicis E-Dologic)
Copywriter: Guy Solomon (Publicis E-Dologic)
Chief Creative Officer: Yoni Saar (Promarket)
Chief Executive Officer: Yorav Harel (Promarket)
Executive Creative & Strategy: Adi bruner (Promarket)
Account Supervisor: Guy Avrahami (Promarket)
Producer: Peleg Rapaport (Promarket)
Media placement: Web - Facebook - 1 July 2010

Insights, Strategy & the Idea
Every summer COCA-COLA Israel brings 10,000 youths to an exceptionally unique village, creating an unforgettable summer vacation for them. 3 days of sun, fun and parties.
This year the concept of the village was "The Digital Village" and on the web, we made all the interaction at the COCA-COLA Facebook page.

Our challenge was to raise full awareness of the village, while allowing those at home to be part of the experience.

We took Facebook to the real life!
We invented the "like" machine.

Creative Execution
We put "like points" at every attraction in the village.
The teens got a "like" bracelet when they entered the village, and by attaching it to the "like" point it automatically shared the experience on their Facebook wall.
In addition, a "like" point attached to a photographer, allowed pictures to be automatically uploaded to Facebook with the teens already tagged in it.

Results and Effectiveness
54,000 new facebook fans
500,000 "likes" to the real life sites.
Millions of interactions on Facebook.