Coca-Cola has launched a digital campaign, the Ahh Effect, to target teens on smartphones with 61 separate URLs.
According to the soda giant, the goal is to remind teens what Coke has to offer and what makes it special. In fact, in a press release, Coke says the Ahh Effect is literally the "multidimensional feeling of happiness, satisfaction and delicious refreshment one experiences after drinking an ice-cold Coke."
Online, the teen-focused program includes 61 so-called "dimensions of Ahh," including games, films and GIFs. Each dimension lives on a different URL. Beginning with www.ahh.com, each subsequent site includes one more "h" in its URL until reaching the maximum possible amount.
"As we thought about the idea, we wanted to make sure we were giving a reason to engage," says Jennifer Healan, group director of integrated marketing content at Coca-Cola. "We literally want to own Ahh. We have 61 experiences that we will ultimately develop as we own the maximum URLs that you can own."
The 61 URLs also tap into the idea that teens are all about discovery, Healan says. In other words, teens can type in any number of Hs -- up to 61 -- and discover something new from Coke with this promotion.
Seventeen experiences went live April 24 featuring what Coke calls "a teen-worthy moment of randomness, creativity and delight" best experienced from a mobile device.
Examples include the Guide the Bubble game, which asks teens to navigate a bubble away from falling ice cubes and straws in a glass filled with Coke. There's also the Happy Dance, which features what Coke calls several vignettes of characters doing funny dance moves to high-energy musical tracks. And Ice Toss challenges users to launch ice cubes into a moving cup of Coke to keep the beverage at 37 degrees, which Coke says is the ideal temperature for "ensuring maximum Ahh effect."
The remaining experiences will be populated over the life of the multi-year campaign.
"We do have content on every single URL, but we don't have interactive experiences [on all sites] yet," Healan says. In other words, some sites are waiting on content from teen contributors and/or media partners.
Approximately 25 of the 61 experiences are designated for user-generated content. On these sites, Coke is asking teens to submit their own interpretations of what Ahh means to them. The brand will potentially use these ideas for future Ahh sites.
While the user-generated experiences will remain consistent, the other experiences will be "regularly optimized" to deliver new content. Healan says the brand is in "constant optimization mode" and will look at which experiences are driving the most engagement every two weeks. Those experiences that do not perform well will be replaced.
The idea is to create a purely digital and social campaign that engages teens on their smartphones wherever they are.
"With all the choices out in the world, it is becoming increasingly difficult as you interact with that [teen] target, so we want to make sure we're tapping into where they are and what they use," Healan says.
To drive engagement, Coca-Cola is partnering with sites like media company Alloy Digital, digital video publisher Break Media, music video website Vevo and video site Smosh.
The company has also designed specific experiences in association with customer partners, including Slurpee Sucker and Can Cans with 7-Eleven, Fry Choir with McDonalds and Mobile Ahh Giver with Target.
In addition, the brand is trying to encourage submissions for the 25 user-generated websites by connecting with teens at Savannah College of Art and Design, Art Center College of Design in Pasadena and College for Creative Studies in Detroit.
Coca-Cola worked with Wieden+Kennedy in Portland, Ore., to create the campaign.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014