An intriguing Wieden+Kennedy
integrated campaign for Coca-Cola
is returning to that perennial mystery: what is the special formula contained within the famous drink?
Starring Coke's 19th century inventor and founder, Doc Pemberton
, a viral video has launched an ARG-style teen-targeted campaign. There's a whole heap of ace stuff in the mix here, all playing off the back of a new 'keyhole-stamp' bottle design - so bear with us while we run through the story so far...
Clicking on the bottle links in the viral spot 'The Secret is Out There', opens the @docpemberton Twitter
stream and a Facebook
'Ahh Giver' app allowing users to send a message to a friend, delivered in video format by a polar bear and possibly coming attached with a Coke coupon.
Further links take viewers through to two 'restricted' online data areas: one, a collection of Dr Pemberton medical files from Coke's year of birth 1886; the other an eerie live feed, the camera trained on a locked vault bearing the keyhole bottle logo and a host of unlikely visitors.
Next up for busy mouse-clickers is a 'Smilizer
' microsite, where users can upload their laugh via audiofile, sharing the clip with friends or making a 'bouquet' of up to 12 different laughs joined together. Further clickable content includes links to a 2009 'secret formula' viral and further online Coke games.
So far, so puzzling. Coke promises both online and offline roll-out of the keyhole logo, with rewards in the offing for discovery. Limited edition bottles will appear in live music venues, BET
award shows and tweeny eateries. Online, unlock bottles will crop up at youth-oriented sites and social media channels.
We'll keep our eyes peeled for this one as it develops - the signs are all there for an epically engaging campaign - and will we get any closer to uncovering the formula? One concern is that some of the viral aspects - the Facebook app and Smilizer microsite in particular - offer fun without appearing to relate to the compelling secret formula plotline. Yet with some mysterious files buried online and the promise of Coke keyhole bottles roaming the web, we're sure there'll be plenty to keep us hooked in the coming months. Watch this space...www.twitter.com/docpembertonwww.youtube.com/cocacolacowww.facebook.com/cocacola