Fast Horse And Coke Engage The World
Three young souls venture to nearly 200 countries in one year, hunting for the keys to happiness. Fast Horse brings Coca-Cola’s Expedition 206 campaign to life on the ground and online with smart planning and great content.
Good content builds brands
Audiences dig content that’s relevant, unique and engaging. Fast Horse built great storytelling into the foundation of Expedition 206, part of Coca Cola’s “Open Happiness” campaign. Coke’s three travelers filed dispatches — YouTube videos, Facebook and Twitter updates, Flickr photos, blog posts and more — from every country they visited. We made sure their stories reached audiences online and via traditional media channels.
Great strategy pays off
Fast Horse helped Coca-Cola map out every facet of an unprecedented global campaign, from high-level strategy to building buzz on Twitter. We used a worldwide vote to pick the lucky travelers to build a huge fan base online before the trip even began and launched the program with an exclusive advance story pitch to the Associated Press. We gave Coke’s marketing and PR teams around the world the tools they needed to bring the program to life locally. We pushed content onto multiple platforms and sparked conversations between the travelers and their followers.
Lighting up Times Square
The Expedition 206 traveling team took part in special events all over the world — including a six-story-tall event right here in the United States. During the team’s visit to New York City, Fast Horse helped Coke make its iconic Times Square billboard interactive — a first for the giant video display. A street team armed with a mobile devices snapped photos of passersby, asked what makes them happy, and beamed their names and photos to the Coke billboard within seconds. Photo submissions were also collected via Twitter and on Coke’s Facebook page.
Sweet results for the world’s best brand
Fast Horse helped Coke generate earned media, online impressions and social media mentions from all corners of globe, including more than 4,300 media mentions from pop culture bloggers, travel writers, business and marketing trades, and more. Expedition 206 attracted more than 60,000 YouTube views and a million pageviews. Visitors in 130 countries participated in a triumphant live webcast at the journey’s end. The numbers show that Fast Horse helped one of the world’s most recognizable brands connect on a personal level with millions of consumers around the world. Expedition 206 was an ambitious and unprecedented campaign that coupled live events, consumer participation and social media tools to build brand loyalty among a specific audience on a global scale.
FACT: Expedition 206 was named “Best Global PR Program” in the PR News Platinum PR Awards program and earned Coca-Cola an “Innovator of the Year” award from TravelCom. The program was named “Campaign of the Month” by PRWeek in January 2010.
Coca-Cola Case Studies
