Alive Is
Coca Cola
Goals
Coca-Cola launched a still fruit drink called Alive into the market which was already heavily dominated by other well established brands.
They wanted something that appealed to the target demographic and promoted the new Alive brand and its values, whilst not feeling like a promotional site. The aim was to encourage and build a community around the site, leading to long-term loyalty through repeat visits, word of mouth and viral promotion.
Solution
A highly user-customisable game community was developed to offer gratification for the target consumer within a few clicks. Single and multi-player quick-fire games were created to measure how ‘alive’ players are, testing reactions, coordination and timing, with all content playable online or downloadable to play or practice offline. Additional content was made up of a selection of screensavers and toys, as well as the more traditional product info. The site features integrated recommend to a friend functionality, which ensures visitors help in seeding the games amongst their peers.
A cognitive user-testing process was integral to the site’s development, getting children to play with the site and give feedback on the site and the brand itself. This was particularly effective in pinpointing areas that the audience would use in very different ways to adults. The navigation took significant development to arrive at the most elegant and usable solution to fit the target demographic.
Results
Even though the site address was not included on the print or TV advertising, the site received great traffic figures. In the first four months after launch there were over 250,000 game plays, and 52,000 game downloads. The interactive toys received over 70,000 views and over 16,000 downloads as screensavers. Considering these statistics are from 2001, this was a great response from such a young demographic, and lead to Preloaded being engaged to create the UK site for Coca-Cola itself.