The Coca-Cola 24Hr Session

In 2010 Coca-Cola was facing a major challenge globally with one of its key audiences, teenagers. New competitors were emerging on the drinks market and other brands were competing for the status of being teens’ favourite brand. To tackle this The Coca-Cola Company invited Lexis to take part in an interagency global planning and creative process to create a brand new platform designed to reach and re-engage teens across the world.

As part of the interagency team Lexis realised that Coke had a history of using music to connect with teenagers. Lexis came up with the idea of the Coca-Cola 24hr Session, the first of a series of Coke Music Sessions, giving teens from around the world the chance to collaborate with global music artists.

Lexis challenged Grammy award winners Maroon 5 to collaborate with teens from all over the world to write and record a track in just 24hrs. To ensure interaction with teens globally, the entire event was streamed via the Coca-Cola website and a ground breaking, bespoke, interactive wall was built inside the studio itself. The wall used projection mapping technology to allow fans to send in inspiration and suggestions via #WithMaroon5, which the band interacted with via gestures and movement.

The track, Is Anybody Out There, was then made available as a free download. For the first 100,000 downloads, Coca-Cola made a donation to the The Coca-Cola Africa Foundation's Replenish Africa Initiative (RAIN) to provide access to clean water to thousands of people in Africa. By downloading this song, fans will help RAIN achieve the goal of providing at least 2 million Africans with clean water by 2015.

As lead agency for the Coca-Cola 24hr session Lexis had several responsibilities:

- Guardians of the central creative idea
- Co-ordination of the other agencies involved in the event
- Market liaison
- 70 media and blogger attendees from 20 markets
- Development of all media materials and collateral through a bespoke global toolkit
- Media sell in for 10 markets including GB & Ireland
- Event production Topline

Statistics:

o Fans from 139 countries took part in the event
o 35m Facebook impressions
o Promoted Twitter trend achieved 14.6% global engagement rate (three times the average Twitter rate for a promoted Twitter trend of 3-6%)
o 420 pieces of coverage generated (and still counting as they come in from markets)
o 387% increate in average daily growth for @CocaCola following the event
o 107.1m trend impressions and 31,000 mentions of #WithMaroon5
o Over 1300% increase in @CocaCola mentions
o MyCoke.com daily traffic peaked at 6,000 compared to an average of 1,400 (Alexa), and the average dwell time was 10mins, 13 secs v. an average of 3.5mins
o MyCoke.com’s Alexa Web Ranking jumped to 60,000 during the campaign from an average of 315,310
o Sentiment on social media was 98% positive.

Think before you print! Save energy and paper! Do you really need to print this page?
Fee Income
X
Drag here
  • This field should only be completed by the individual with responsibility for your company's PRCA membership.
  • NB - Once you check the box to the left of this field and click update this figure is fixed for the entire year.
  • Fee income is defined as fees or income arising from time spent on carrying out public relations consultancy work plus any mark up and any handling charges or profits made on disbursement or expenses.
  • This figure
    1. will be used to calculate your membership subscription fee for 2009
    2. will be published on the PRCA website and in the yearbook.
  • This figure must include the fees from any subsidiary companies but not associated companies (see below).
  • If you are bound by Sarbanes-Oxley please select that accordingly, we will contact you individually about your fee income.
Holders of public office
X
Drag here
  • Please list any employees who hold any public office including members of House of Parliament, members of local authorities or of any statutory organisations or bodies who are full- or part part-time directors, partners, staff, special advisers or consultants retained by the consultancy
Subsidiary companies
X
Drag here
  • These companies are entitled to the same benefits as other PRCA members, they must abide by the PRCA Professional Charter and Codes of Conduct and their fee income must be included in the fee income field above.
Associated companies
X
Drag here
  • These companies are not included in your membership and as such do not benefit from PRCA member benefits. These companies are not covered by the PRCA professional charter.
Current clients
X
Drag here

The clients listed in this section are those which retain a consultancy on a continuing basis to deal with their public relations either in a specialised area or as a whole. One asterisk (*) against a client's name indicates that the consultancy has been retained by that client for three years; two asterisks (**) indicate that it has been retained for at least five years. Clients served on an ad-hoc basis are listed separately.

Adhoc clients
X
Drag here

Clients for whom you have undertaken work in the last twelve months on a project rather than a retained basis

Conflict of interest clients
X
Drag here

NB This will not appear as a separate list in the yearbook.