Welcome Contagious Feed N CONTAG I OUS FEED LOGOUT AI DOUT/CONTACT HOME ARCHIVE CONTAGIOUS MAGAZINE 1 — GO PRODUCT CATEGORY MEDIA CATEGORY COUNTRY CATEGORY Tag Cloud Onlinecontest Launch World Cup iPhone app wom Facebook - only Abso i socialmedia competitionartinspil „„. - video contentLocation-based men collaboration photography apps Australia responsibledrinkingMobile eventfilm YouTube drinks music 3 ad branded contentIntegrated Automotive promotionwhisky Bacardi winevodkacocktailD e s i g n S p o n s o r s h i p B r az i l events luxuryenvironment websiteViral Augmented Realitycelebrityalcohol Pernod Ricard beer experiential humour IFhOne trinnrFoursquare gaming Twitter CSR TV Football rumFashion community Jap7t - youth Heineken party interactiveRetail RSS feed G t) Coke ZerolaunchesBrazilianbeat'emup December 7, 2010 Coke Zero launchesBrazilianbeat'em up Coca-Cola Zero VIPPt tor' r " 1.61 AGORAOLPEN I ESTA HOCONTROLE tVOCe Coke ZeroturnsanordinaryBrazilianguy's life intoafully fledgedadvergame Developed bydigitalagency Gringo. Sao Paulo. and launched on December 1 St at Coca-ColaZerosofficialwebsite, comes the latestpartofthe'ImpossibleisPossible'campaign. Coke wantedtofindtheindividualwiththemostimpossiblestory ofhisdailychores and adventures,so itlaunchedacompetition tofind therightguy. The contest,carriedout on thepopular Jovem Nerd'sblog,ranthroughout October andtoparticipate, users hadtocreateascriptinspiredbytheir own lives - highlightingchallenges,charactersand events. The winner. Lucas, thensawhislifestorytransformedintoa video-game called 1 , 1 Developed by HiveDigitalMediaasabearemup.thegame presentsthechallengeoffacingahectic day inLucas'lifewhilst stilltryingtofindtimetospendwiththegirlfriend. The game featureshisactualenemies comingtolife,aswellasannoying school colleaguesandhiskaratebuddies. To developthe game, Lucas wasfilmed and photographed, before theimages were projected on a 3D scanner.People were also encouragedtosharethevideo on Facebook,Twitterand Orkut. Andre Matarazzo, COO de Gringo,toldContagious:'We have been communicating Coca-Cola Zerodigitallyfor some years now, and the motto'provetheimpossible'isalwayscentralto the brand. We always sayinternallythatthe brandstoryisworth nothing these daysif itdoesn'tspark alargerstory whenit hits theuser. Oneofthethingsthatwouldreallyseem impossible was totransformaregularguysstoryintoa game. Asfaras we know, nobody hastried itbeforeusingsimilarmechanics,so we went forit'. game cocacolazerocorn.briminhavidadegame Coke Zerohitthenailonthehead when selectingapopular blogtodraw the audiencetothecontest,benefiting from the currentposition some bloggersoccupyaskeyinfluencers and opinionleadersfortherest ofthe world_ Intunewiththe brand'sclaim,turningarealpersoninto avideogame characterisawittywayofmaking theimpossiblepossible. • • Categories 2010 Brazil December FMCG Interacttve Online drinks gami ng social media Keywords Blogger outreach Brazil Coke Zero competttion gami ng