Teens don’t like being marketed to or told what to do. They do, however, like looking for ways to express themselves creatively, especially online. So instead of just telling teens to buy a Coke, we gave them a chance to tell the world a little bit about themselves each time they opened one.
We asked teens one simple question: are you more Dude or Diva? And invited them to share their answer for a chance to be in a music video concept that’s never been done before: A music video that allows you to toggle back and forth between two sides of your personality: your Dude side and your Diva side.
We asked teens one simple question: are you more Dude or Diva? And invited them to share their answer for a chance to be in a music video concept that’s never been done before: A music video that allows you to toggle back and forth between two sides of your personality: your Dude side and your Diva side.
We tapped YouTube sensation, Christina Grimme, as our star to light the fuse.
The campaign exploded in the teen social world. Dude/Diva cans flew off the shelves and sold out in 7-11’s across the country. Teens spent tons of time on the site, flipping back and forth between their Dude and Diva personalities.
The campaign exploded in the teen social world. Dude/Diva cans flew off the shelves and sold out in 7-11’s across the country. Teens spent tons of time on the site, flipping back and forth between their Dude and Diva personalities.
The payoff? We now know a lot more about our teens, and as it turns out –
they’re a bunch of Divas.
they’re a bunch of Divas.
