Amplifying Audience Participation via UGC for Coca-Cola

Challenge

To extend the successful “Share a Coke” campaign, Modern Times Group Sweden (MTG) aimed to create a live, interactive TV ad spot to maximise the value of the viral campaign. The goal was to transform passive viewers into active participants by integrating user-generated content (ugc) from social media to maximise audience engagement. This required a robust platform to source and manage the best social posts to drive audience participation.

Solution

We partnered with MTG and Coca-Cola’s media agency to deliver an innovative advertising campaign. Viewers were encouraged to post photos of themselves sharing a Coke on Instagram using the hashtag #DelaenCoke. Our platform was used for social media integration and content moderation, allowing producers to source and moderate incoming images as and when they needed to. The best pictures were then published directly into the TV ad spots, which were updated three times a week.

This approach was replicated for Unilever Sweden’s Pepsodent campaign, where viewers submitted photos using the hashtag #hurborstardu. This demonstrated the Dizplai platform’s versatility in facilitating brand activation and live interactive media for different clients.

Mats Nyman, Sales Director for MTV TV Sweden, had this to say about the campaign: “We are very proud to launch the first interactive campaign in Sweden, which integrates linear TV advertising with content from social media. Together with Coca-Cola, we have opened up for many creative and innovative communication solutions which will engage our viewers.”

Results

This partnership delivered Sweden’s first interactive campaign that seamlessly integrated linear TV advertising with user-generated content, leading to:

• The solution was easily adapted for a similar campaign, proving its value in driving brand activation and fan engagement across multiple clients.
• The campaign successfully engaged viewers, giving them the opportunity to “star” in a national TV ad.
• It opened up new creative and innovative communication solutions that directly engaged viewers and drove audience participation.