People's Insights Volume 1, Issue 40: Coke Zero - Unlock the 007 in You


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This week, we distill insights around Coke Zero - Unlock the 007 in You -- the story of unsuspecting train passengers who play the role of 007 to win free tickets to the launch of Skyfall.

50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network.

Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.

For more, see:

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People's Insights Volume 1, Issue 40: Coke Zero - Unlock the 007 in You

  1. 1. crowdsourcing | storytelling | citizenshipPeople’s Insights: Volume 1, Issue 40Coke Zero –Unlock the 007in You
  2. 2. Coke Zero – Unlock the 007 in YouAs part of its promotions for the newest James Bond movie Skyfall,Coke Zero challenged unsuspecting train passengers to unlock the 007in them and complete an obstacle-filled mission in 70
  3. 3. Extremely positive response70 people attempted the mission and a video showing the successfulattempts was published a week before the UK launch of Skyfall. Thevideo immediately went viral with 5.3 million views in 7 days.1) businessinsider.com2)
  4. 4. Taps into men’s desire to be James BondBloggers and marketers pointed out the campaign was received wellbecause it centers on a strong insight – that every man desires to be asecret agent – and brings the desire to
  5. 5. Experience matters more than free ticketsIndeed, bloggers and viewers noted that they would love to participatenot for the chance to win free tickets (only € 8-10 each), but toexperience the thrill of being a secret agent, if only for 70
  6. 6. Right amount of humor and actionBloggers also attributed the success of the video to tone and story told –the video contains the right amount of humor to engage onlineaudiences and the right amount of action to delight James Bond
  7. 7. “I wish I was there!”While the campaign was created a great experience for people at theevent and attracted millions of viewers online, it leaves too many peoplewishing the event would come to their city and happen to them.1)
  8. 8. Authentic? Staged? Does it matter?As people diverted their attention away from the video to debate itsauthenticity and criticize Coke Zero’s editorial choices, marketers notedthe need for brands to choose authenticity over perfection.1)
  9. 9. Not for women?A few people also criticized the lack of women participants, but othersquickly pointed out it would be impractical to expect women toparticipate, and that Coke Zero was targeting men, not women.“…MAYBE, no women were gullible enough to go ripping through atrain station on a whim with the potential prize of some movie tickets.Plus, doing that in high heels would be incredibly challenging.” // YouTube user 11Buzzy11“Coke Zero tends to target a male audience and so this campaignurging commuters to unlock the 007 within them fits right into theirbrand strategy.” // Blogger Maisie Benson1)
  10. 10. Coke’s commitment to storytellingBloggers and marketers applauded Coke Zero on successfully reachingout to people with a fresh and exciting campaign, and attributed CokeZero’s success to its long term commitment to
  11. 11. Bringing the story to life onlineCoke Zero invites people to Unlock the 007 in You online through aseries of daily challenges designed to hone their secret agent talents.People participate as “Coke Zero Agents” and compete for Sony
  12. 12. Stays true to brand valuesBy creating a real mission for everyday people and enabling them toplay the role of James Bond, Coke Zero stays true to both, the spirit ofJames Bond and also its brand position: Make it
  13. 13. More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship. Crowdsourcing Storytelling: Citizenship Mahindra Spark the Rise @MarsCuriosity #Kony2012For more reports, visit:
  14. 14. Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit
  15. 15. Coming soon: People’s Insights AnnualReportIn early January 2013 we will publish the People’s Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013.
  16. 16. People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit
  17. 17. For People’s Labsolutions,