Coca-Cola gets musical with #FanFeat campaign in Brazil
Coca-Cola wanted to get closer to the youth. And what’s the best way to do that? By getting closer to the hearts of the young demographic by appealing to their idols. That’s what Coke did. They created Coca Cola Fan Feat, a competition where the fans of Brazil’s top nine singers of popular music would complete and vote for their favourite hitmakers by purchasing Coke cans resulting in a musical featuring the winning singers.
We think it was a great way to leverage the popularity of Brazil’s most popular singers and have their fans bolster the communication on social media further while making Coke the medium. The ideas was that most voted three musicians would together feature in a single music video. And that happened. Pabllo Vittar (a drag singer who has 6.9 million Instagram followers) Luan Santana (a bestselling musician with 16.8 million Instagram followers), and a female group, Simone & Simaria, banked most votes to collaborate on a music video by the name, “Hasta La Vista” which got featured on Spotify in the month of April.
It was on 26/12/2017 when Coke declared an announcement video presenting the nine top Brazilian artists fans could vote to see their idols collaborate in a music video together! And for 90 continuous days, a Brazilian singer’s face had been showcased on each Coca-Cola can out for sale!
Credits
Brand: Coca-Cola
Campaign: Coca Cola Fan Feat
Entrant Company: J.Walter Thompson
Production Company (additional): O2 Filmes
Music/Sound Company: Music/Sound Company
Music/Sound Company: ANALAGA & Brabo Music Team
DIGITAL PRODUCTION: MÁQINA
3D ILLUSTRATION: Illuminata
Chief Creative Officer: Ricardo John
Chief Creative Officer: Rodrigo Grau
Executive Creative Director: Humberto Fernandez
Creative Director: Gustavo de Lacerda
Creative Director: Ana Cavalcanti
Creative Director: Nacho Mendiola
Art Director: Fernanda Sousa
Art Director: Felipe Porto
Copywriter: Julia Velo
Editor: Marcus Prado
Tags:
Social media marketing, Advertising campaign, Online marketing, Marketing strategy, Digital
