As part of the US launch effort of Coke Zero, I led the concept and execution of a nationwide experiential marketing campaign.
Starting with a private social network for top Coke Zero fans, every aspect of the experience was vetted by their biggest fans, who shared their stories and brought their friends during the campaign. We partnered with a top Word of Mouth firm to track the organic viral spread of positive Coke Zero conversations, an effort that won "Best Use of Research" at the Word of Mouth Marketing Awards.
To support the event, I came up with and led the development of a Coke Zero It's Possible Website - the first user generated content site Coke ever produced. Users could create "how to" content on things they wanted to teach others to make possible, with the best ideas being voted to the top.
During the course of the campaign, I worked with Coke Zero's team of agencies including Starcomm Media and Crispin Porter Bogusky to coordinate efforts. Additionally, I led the integration of corporate partners such as Target, NASCAR and the NCAA.
In the end, over 7 million samples of Coke Zero were distributed in 48 markets for the largest brand launch in Coke History.