WelcomeContagious Feed

NCONTAGIOUS FEED

LOGOUTAIDOUT / CONTACT

HOMEARCHIVECONTAGIOUS MAGAZINE

1—earch

GO

PRODUCT CATEGORYMEDIA CATEGORYCOUNTRY CATEGORY

Tag CloudOnline contest LaunchWorld Cup iPhone appwom Facebook -o n l yAbsoi social mediacompetition art inspil „„.-)nvideo content Location-basedmen collaborationphotography apps Australiaresponsible drinking Mobileevent film YouTube drinksmusic 3ad c o me d y s ta ts

branded content IntegratedAutomotive promotion whiskyBacardi wine vodka cocktailDesign Sponsorship Brazilevents luxury environmentwebsite Viral AugmentedReality celebrity alcoholPernod Ricard beerexperiential humour IFhOne

trinnr Foursquare gamingTwitter CSR TV Footballrum Fashion communityJap7t-i C oc a-C ol a China PR

youth Heineken partyinteractive Retail

RSS feed

Gt ) Le]

Coke Zero launches Brazilian beat 'em up

December 7, 2010Coke Zero launches Brazilian beat 'emupCoca-Cola Zero

VIPPt tor' r "1 . 6 1" O AM E

AGORA OLPENI ESTA HO CONTROLE t VOCe

Coke Zero turns an ordinary Brazilian guy's life into a fullyfledged advergame

Developed by digital agency Gringo. Sao Paulo. and launched onDecember 1 St at Coca-Cola Zeros official website, comes thelatest part of the 'Impossible is Possible' campaign.Coke wanted to find the individual with the most impossible storyof his daily chores and adventures, so it launched a competitionto find the right guy. The contest, carried out on the popularJovem Nerd's blog, ran throughout October andto participate,users had to create a script inspired by their own lives -highlighting challenges, characters and events. The winner.Lucas, then saw his life story transformed into a video-gamecalled 1,11inha v i da de g ame ' (My life at stake' ).

Developed by Hive Digital Media as a bearem up. the gamepresents the challenge of facing a hectic day in Lucas' life whilststill trying to find time to spend with the girlfriend. The gamefeatures his actual enemies coming to life, as well as annoyingschool colleagues and his karate buddies.To develop the game, Lucas was filmed and photographed,before the images were projected on a 3D scanner. People werealso encouraged to share the video on Facebook, Twitter andOrkut.Andre Matarazzo, COO de Gringo, told Contagious : 'We havebeen communicating Coca-Cola Zero digitally for some yearsnow, and the motto 'prove the impossible' is always central tothe brand. We always say internally that the brand story is worthnothing these days if it doesn't spark a larger story when it hitsthe user. One of the things that would really seem impossiblewas to transform a regular guys story into a game. As far as weknow, nobody has tried it before using similar mechanics, so wewent for it'.

game cocacolazero corn. briminhavidadegame

Coke Zero hit the nail on the head when selecting a popularblog to draw the audience to the contest, benefiting from thecurrent position some bloggers occupy as key influencersand opinion leaders for the rest of the world_ In tune with thebrand's claim, turning a real person into a videogamecharacter is a witty way of making the impossible possible.• •

Categories2010BrazilDecemberFMCGInteracttveOnlinedrinksgamingsocial mediaKeywordsBlogger outreachBrazilCoke Zerocompetttiongaming