Creative Events Boost Coca-Cola Products
Full Throttle
We engineered a high-octane launch that featured NASCAR drivers in the world’s first armchair drag race. To drive early distribution and sales, Fast Horse staged the Full Throttle Armchair Challenge to coincide with the Dayton 500 and featuring NASCAR stars Michael Waltrip and Greg Biffle. They wowed attendees by racing souped-up, motorized recliners at more than 40 mph. The unique event generated 400 media stories and helped rocket Full Throttle to a better-than-projected 7.8 percent share of the category — including distribution in 78 percent of all U.S. convenience stores — within four months of the launch.
Vault
What better way to launch a hybrid beverage than with a hybrid sport combining two popular pastimes for blue-collar guys – motorsports and bowling? Leveraging the popularity of the Daytona 500, Fast Horse organized an event featuring “MotoBowling.” Seven-ton vehicles crashed into huge bowling pins — that’s a great way to generate plenty of attention for Coca-Cola and its new Vault beverage. Efforts helped launch Vault to a better-than-projected 11.7 percent share of the category.
Vanilla Coke
We thought big to drum up notice for Coca-Cola’s relaunch of Vanilla Coke. At the newly opened World of Coca-Cola Museum in Atlanta, a gigantic 15-foot-tall glass was filled to the brim with nearly 3,000 gallons of Vanilla Coke and 7,200 scoops of ice cream. The event claimed an official Guinness World Record — and overflowed with media and buzz for Vanilla Coke. Efforts resulted in nearly 600 media stories. On-site sampling teams distributed more than 2,500 Vanilla Coke and Vanilla Coke Zero floats to event and museum attendees.
POWERADE OPTION
Coca-Cola aimed to “defy convention” with POWERADE OPTION — and Fast Horse delivered with a kickoff event that won national media attention. We organized the POWERADE OPTION “Santa-thlon,” which featured amateur mall Santas going head-to-head in holiday-themed competitions. The event, held at Atlanta’s Centennial Olympic Park, generated irresistible visuals for media nationally and in top local markets resulting in 53.4 million impressions in 214 markets. Highlights included “Good Morning America,” ESPN 2, MSNBC, and The Weather Channel, among others.
Coca-Cola Case Studies
