SITUATION/PROBLEM: Diet Coke wanted to create an entertaining, target market–relevant website that included new video and written content every day for a six-month promotional period.
ACTION: Jones Advertising worked with the Microsoft Branded Entertainment Experiences Team to create the Diet Coke Daily Access website. Jones Advertising served as executive producers, providing casting, script development, direction and high-definition videos with hosts introducing fun and entertaining content. Each one of the 130 original “webisodes” included video, a written article, a poll, and a message board topic featuring current trends in food, travel, entertainment, and fashion. All content was produced by Jones Advertising.
RESULT: We exceeded Diet Coke’s total viewership goals, with the campaign delivering as many as 250,000 individual users in a single day. In addition, thousands participated in the online polls and discussion boards, providing continual feedback that helped Diet Coke better understand its target audience. Jones Advertising received four 2009 Emmy nominations in the Advanced Media category.
