People's Insights Volume 1, Issue 40: Coke Zero - Unlock the 007 in You
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People’s Insights: Volume 1, Issue 40 Coke Zero – Unlock the 007 in You crowdsourcing | storytelling | citizenship
Transcript of People's Insights Volume 1, Issue 40: Coke Zero - Unlock the 007 in You
People’s Insights: Volume 1, Issue 40
Coke Zero –Unlock the 007 in You
crowdsourcing | storytelling | citizenship
Coke Zero – Unlock the 007 in You
youtube.com/watch?v=RDiZOnzajNU
As part of its promotions for the newest James Bond movie Skyfall,
Coke Zero challenged unsuspecting train passengers to unlock the 007
in them and complete an obstacle-filled mission in 70 seconds.
Extremely positive response
1) businessinsider.com
2) twitter.com/search?q=%23cokezero007
70 people attempted the mission and a video showing the successful
attempts was published a week before the UK launch of Skyfall. The
video immediately went viral with 5.3 million views in 7 days.
Taps into men’s desire to be James Bond
twitter.com/ChristienSmeja/status/260473012762054656
Bloggers and marketers pointed out the campaign was received well
because it centers on a strong insight – that every man desires to be a
secret agent – and brings the desire to life.
Experience matters more than free tickets
facebook.com/cokezero
Indeed, bloggers and viewers noted that they would love to participate
not for the chance to win free tickets (only € 8-10 each), but to
experience the thrill of being a secret agent, if only for 70 seconds.
Right amount of humor and action
Bloggers also attributed the success of the video to tone and story told –
the video contains the right amount of humor to engage online
audiences and the right amount of action to delight James Bond fans.
retinaburnblog.co.uk/unlock-the-007-in-you-coke-zero/
“I wish I was there!”
While the campaign was created a great experience for people at the
event and attracted millions of viewers online, it leaves too many people
wishing the event would come to their city and happen to them.
1) youtube.com/watch?v=RDiZOnzajNU
2) adverblog.com/2012/10/22/unlock-the-007-in-you/
Authentic? Staged? Does it matter?
As people diverted their attention away from the video to debate its
authenticity and criticize Coke Zero’s editorial choices, marketers noted
the need for brands to choose authenticity over perfection.
1) youtube.com/watch?v=RDiZOnzajNU
2) creativereview.co.uk/cr-blog/2012/october/coke-zero-interactive
Not for women?
A few people also criticized the lack of women participants, but others
quickly pointed out it would be impractical to expect women to
participate, and that Coke Zero was targeting men, not women.
1) youtube.com/watch?v=RDiZOnzajNU
2) iwishihadthoughtofthat.wordpress.com
“…MAYBE, no women were gullible enough to go ripping through a
train 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 campaign
urging commuters to unlock the 007 within them fits right into their
brand strategy.”// Blogger Maisie Benson
Coke’s commitment to storytelling
Bloggers and marketers applauded Coke Zero on successfully reaching
out to people with a fresh and exciting campaign, and attributed Coke
Zero’s success to its long term commitment to storytelling.
peopleslab.mslgroup.com/
Bringing the story to life online
twitter.com/cokezone
Coke Zero invites people to Unlock the 007 in You online through a
series of daily challenges designed to hone their secret agent talents.
People participate as “Coke Zero Agents” and compete for Sony prizes.
Stays true to brand values
peopleslab.mslgroup.com/
By creating a real mission for everyday people and enabling them to
play the role of James Bond, Coke Zero stays true to both, the spirit of
James Bond and also its brand position: Make it Possible.
More People’s Insights Weekly reports
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
CrowdsourcingMahindra Spark the Rise
Storytelling:@MarsCuriosity
Citizenship#Kony2012
Read People’s Lab insights and foresights
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MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
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Coming soon: People’s Insights Annual
Report
In early January 2013 we will publish the People’s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.
People’s Lab: Crowdsourcing Insights &
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