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Contagious Gringo 2010

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Contagious Gringo 2010

  • 1. N W lc m eo e C NA I U F E OT G SE D O Cont giousFeed a LGU OOT A O T/ CO D I U NTACT HM OE C k ZerolaunchesBrazilianbeat'emup oe A C IE RH V C N A I U M AZI E O T G S AG N O D c m e 7,2010 ee br C k ZerolaunchesBrazilianbeat'em oe 1 GO up —O U T ATEG RY Coca-ColaZero P D CC R O e EDI CATEG RY M A O Categories aO N R CATEG RY CUTY O 21 00 Brazi l r T Cloud ag Dcm e ee br c FC MG Online contestLaunch I teracttve n h VP ttor' r " IP Oie nln WorldCupiPhoneapp A O A L E I S A O O T O EtV C G R O PN T H C N R L O e E drnk i s w m Facebook - o 1.61 gm g ai n soci lm a a edi Anosocialmedia ob l y si " competitionartinspil „„. Keywords O A Bloggeroutreach videocontentLocation-based Brazil - e collaboration mn M E C k Zero oe )n ographyappsAustralia phot compettion responsibledrinkingMobile gm g ai n eventfilmY ubedrinks ouT music 3 C k Zeroturnsanordinary Brazilian guy's life intoafully oe brandedcontentIntegrated ad fledgedadvergame Automotivepromotionwhisky c o m DevelopedbydigitalagencyGringo.SaoPaulo.andlaunchedon BacardiwinevodkacocktailD e d yxuryenvironment ei B h ra o p S n g irl sz D c m e1SatCoca-ColaZerosofficialwebsite,comesthe ee b r t eventslu latestpartofthe'Impossible is Possible'campaign. websiteViralAugmented s t Realitycelebrityalcohol a t Ricard beer C k wantedtofindtheindividualwiththemostimpossiblestory oe Pernod ofhisdailychoresandadventures,so itlaunchedacompetition s tofindtherightguyThecontest,carriedoutonthepopular . experientialhumourI h n FOe J v mNerd'sblog,ranthroughoutOctoberandtoparticipate, oe trinnrFoursquaregaming usershadtocreateascriptinspiredbytheirownlives - TwitterC R VFootball ST highlightingchallenges,charactersandevents.Thewinner . Lucas,thensawhis lifestorytransformedintoavideo-game rumFashion community called 1 , Jap7t youthHeinekenparty 1 opedbyHiveDigitalMediaasabearemup.thegame Devel - teractiveRetail in presentsthechallengeoffacingahecticdayinLucas'life whilst 1inha i stillitryingtofindtimetospendwiththegirlfriend.Thegame v d featureshisactualenemiescomingtolife,aswellasannoying C RSSfeed o schoolcolleaguesandhiskaratebuddies. a ca G d T developthegame,Lucaswasfilmeda dphotographed, o n t) beforetheimageswereprojectedona3Dscanner Peoplewere e . - L alsoencouragedtosharethevideoonFacebook,Twitterand e g a Orkut. C ]o m la AndreMatarazzo,C OdeGringo,toldContagious:'Wehave O ee ncommunicatingCoca-ColaZerodigitallyforsomeyears be' C nowandthemotto'provetheimpossible' isalwayscentralto ( , thebrand.W alwayssayinternallythatthebrandstoryisworth e h M ngthesedaysif itdoesn'tsparkalargerstorywhenit hits nothi theuser.Oneofthethingsthatwouldreallyseemimpossible y i w stotransformaregularguysstoryintoagame.Asfaraswe a l ,nobodyhastried it beforeusingsimilarmechanics,sowe know n wentfor it'. i a f a ecocacolazerocorn.briminhavidadegame P gm e R a t oe C k Zerohit thenailontheheadwhenselectingapopular blogtodrawtheaudiencetothecontest,benefitingfromthe s currentpositionsomebloggersoccupyaskeyinfluencers tn a dopinionleadersfortherest oftheworld_Intunewiththe brand'sclaim,turningarealpersoninto avideogame a characteris a• wayofmakingtheimpossiblepossible. witty k•