People’s Insights: Volume 1, Issue 40

Coke Zero –Unlock the 007 in You

crowdsourcing | storytelling | citizenship

Coke Zero – Unlock the 007 in You

youtube.com/watch?v=RDiZOnzajNU

As part of its promotions for the newest James Bond movie Skyfall,

Coke Zero challenged unsuspecting train passengers to unlock the 007

in them and complete an obstacle-filled mission in 70 seconds.

Extremely positive response

1) businessinsider.com

2) twitter.com/search?q=%23cokezero007

70 people attempted the mission and a video showing the successful

attempts was published a week before the UK launch of Skyfall. The

video immediately went viral with 5.3 million views in 7 days.

Taps into men’s desire to be James Bond

twitter.com/ChristienSmeja/status/260473012762054656

Bloggers and marketers pointed out the campaign was received well

because it centers on a strong insight – that every man desires to be a

secret agent – and brings the desire to life.

Experience matters more than free tickets

facebook.com/cokezero

Indeed, bloggers and viewers noted that they would love to participate

not for the chance to win free tickets (only € 8-10 each), but to

experience the thrill of being a secret agent, if only for 70 seconds.

Right amount of humor and action

Bloggers also attributed the success of the video to tone and story told –

the video contains the right amount of humor to engage online

audiences and the right amount of action to delight James Bond fans.

retinaburnblog.co.uk/unlock-the-007-in-you-coke-zero/

“I wish I was there!”

While the campaign was created a great experience for people at the

event and attracted millions of viewers online, it leaves too many people

wishing the event would come to their city and happen to them.

1) youtube.com/watch?v=RDiZOnzajNU

2) adverblog.com/2012/10/22/unlock-the-007-in-you/

Authentic? Staged? Does it matter?

As people diverted their attention away from the video to debate its

authenticity and criticize Coke Zero’s editorial choices, marketers noted

the need for brands to choose authenticity over perfection.

1) youtube.com/watch?v=RDiZOnzajNU

2) creativereview.co.uk/cr-blog/2012/october/coke-zero-interactive

Not for women?

A few people also criticized the lack of women participants, but others

quickly pointed out it would be impractical to expect women to

participate, and that Coke Zero was targeting men, not women.

1) youtube.com/watch?v=RDiZOnzajNU

2) iwishihadthoughtofthat.wordpress.com

“…MAYBE, no women were gullible enough to go ripping through a

train station on a whim with the potential prize of some movie tickets.

Plus, doing that in high heels would be incredibly challenging.”

// YouTube user 11Buzzy11

“Coke Zero tends to target a male audience and so this campaign

urging commuters to unlock the 007 within them fits right into their

brand strategy.”// Blogger Maisie Benson

Coke’s commitment to storytelling

Bloggers and marketers applauded Coke Zero on successfully reaching

out to people with a fresh and exciting campaign, and attributed Coke

Zero’s success to its long term commitment to storytelling.

peopleslab.mslgroup.com/

Bringing the story to life online

twitter.com/cokezone

Coke Zero invites people to Unlock the 007 in You online through a

series of daily challenges designed to hone their secret agent talents.

People participate as “Coke Zero Agents” and compete for Sony prizes.

Stays true to brand values

peopleslab.mslgroup.com/

By creating a real mission for everyday people and enabling them to

play the role of James Bond, Coke Zero stays true to both, the spirit of

James Bond and also its brand position: Make it Possible.

More People’s Insights Weekly reports

For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

Every week, we dive into one topic for discussion on the MSLGROUP

Insight’s Network and discuss insights and foresights, in three key

areas: crowdsourcing, storytelling and citizenship.

CrowdsourcingMahindra Spark the Rise

Storytelling:@MarsCuriosity

Citizenship#Kony2012

Read People’s Lab insights and foresights

The People’s Lab team shares the insights and foresights from the

MSLGROUP Insights Network on the People’s Insights weekly blog and

the People’s Insights Quarterly magazine.

MSLGROUP Insights

Network

50+ MSLGROUP planners

share and discuss inspiring

projects on corporate

citizenship, crowdsourcing and

storytelling.

People’s Insights

weekly blog

We deep dive into

conversations around one

project -- on the MSLGROUP

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on the broader social web -- to

distill insights and foresights.

People’s Insights

Quarterly magazine

Every quarter, we will compile

the best insights from the

network and the blog in the

iPad-friendly magazine, as a

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For more, visit http://peopleslab.mslgroup.com

Coming soon: People’s Insights Annual

Report

In early January 2013 we will publish the People’s Insights Annual

Report, in which we synthesize our insights from throughout 2012 and

provide foresights for business leaders and change-makers for 2013.

People’s Lab: Crowdsourcing Insights &

Innovation

People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and

approach that helps organizations tap into people’s insight for

innovation, storytelling and change.

For more, visit http://peopleslab.mslgroup.com

For People’s Lab

solutions, contactpascal.beucler@mslgroup.com