Client: The Coca-Cola Company
Coca-Cola sponsored the local version of the hit- talent show X Factor. Agency task was to maximize the exposure of the brand to online fans of the show, utilizing all avenues offered by the sponsorship.
Central hub of conversation was a website where users could see the analysis of all tweets with the show’s hashtag, who were the most talked about contestants on Twitter, at which point in the show most tweets happened and filtering of tweets per contestant. In order to propperly engage in the conversation on Twitter, for the first time in Serbia live tweeting team was assembled: represantatives from TCCC and EG followed live shows, proposed and appoved tweets in real time. In addition, Twitter users were given a chance to influence what songs will participants perform, by voting on the Coca-Cola profile.
More then 20,000 X Factor Adria fans visited the website. Web service was also implemented on tracara.com where up to 600 users at a time enjoyed the insights offered by the Coke platform.
Live tweeting yielded unprecedanted results: @tamanica cemented itself as the largest FMCG Twitter profile in Serbia, recieving more then 100 times more interactions on show days then on regular days. Voting tweets were the most viral tweets on #xfactoradria