50.000.000 fans on Coke's Facebook page, 50.000.000 moments of happiness with Coke.
To celebrate this, Coke launches a worldwide photo contest.
The key to success on Facebook is to propose a simple idea linked to the brand’s DNA (happiness/fun/share/red color/refreshing), an idea simple enough for users to appropriate, and make the operation live by itself.

1. Case study
Sebastien Brett for KRDS

2. The pitch

3. 50.000.000 fans on Coke's Facebook page,
50.000.000 moments of happiness with Coke.
To celebrate this, Coke launches a worldwide photo contest.

4. The strategy

5. The key to success on Facebook is to propose a simple idea
linked to the brandʼs DNA (happiness/fun/share/red color/refreshing).
An idea simple enough for users to appropriate,
and make the operation live by itself.

6. The idea

7. Share your "red" happiness
experience with Coke

8. Coke invites its fans and all its community to post photos of their
favorite "red" happiness experience, linked to a Coke moment.
It could be because you were having
a Coke in a special place with your friends.
In fact, anything that makes you think about Coke
(capsules, bottles, packages, billboard ad,
brand cloth, even the color red),
and which represents a happiness moment for you.

9. - Marc & Laura decided to share a Coke after climbing all the Eiffel
tower steps by foot. Their ultimate Coke experience is a picture of
them refreshing with a Coke can and celebrating with a wonderful
view over Paris from the top.
- Eric send us a picture of sunset on a beach where you can see the
sun trough a Coke empty bottle.
- Julia send us a picture of smiley face made with Coke capsules.
A few examples

10. The user flow
& graphic intention

11. STEP 1
Like Cokeʼs Facebook page
with a teasing in the cover.
Then the user click on the tab.

13. STEP 2
Landing page where the contest is present ( background can be
animated with motion and sound depend of the tech choosen )
Enter the contest by log in with a Facebook connect or enter as a
guest just to discover the gallery and the prizes.
If the user wants to participate, he will have to login.
= Don't scare the user at first, low level of engagement,
but when he see the gallery, the prize and see how simple the idea is.

22. STEP 3
Two types of reward
to support the contest

23. 1. The most liked pictures every week / month receive prizes such as:
One year of Coke
2. Every 5000 / 50 000 …. / 50 000 000 photos uploaded,
the luckiest ones win a big prize.
Coke invites you and your closest friends to share
a dream moment of happiness such as :
Coke privatize a roof top bar in your city for you and your friends.
World tour for two where you have to spread the coke happiness.
Every special prize is not know exactly but tease by a Youtube video

25. Web app version
for smartphones

27. Drive to :
from YouTube teaser, Facebook add /
publication and Coke share photos
on the FB timeline user