Putting Diet Coke on the lips – and minds – of millennials.

Diet Coke Engages Millennials & Samples to Fans

CHALLENGE:

Leverage Diet Coke’s partnership with Taylor Swift to create and deliver a massive sampling campaign reaching hundreds-of-thousands of millennials throughout North America that reinforced the brand’s style and sophistication.

SOLUTION:

G7 designed, fabricated and deployed one-of-a-kind, grab-and-go sampling stations that efficiently delivered ice cold product to thousands of fans upon exiting venues at over 60 dates. Pre-show activations included compelling signage placements and photo marketing interactives designed to emotionally connect fans with the brand.

Key Elements Included:

  • Two (2) 20 ’x 20’ photo marketing footprints: One offering a photo in front of a Taylor-themed backdrop and the second offering a branded step & repeat with Taylor “photo-bombing” in a digital overlay. Photos were delivered via text or email and included social share prompts.
  • Twelve (12) grab-and-go sampling stations.
  • One (1) inflatable and eight (8) quick screen signs placed in high traffic locations around the venue entrances/exits for unmanned photo ops.

RESULTS:

Exceeded sampling goals by consistently reaching +40% of all concert attendees. Significant brand presence was established at each concert through signage, lifestyle and sampling activities.