Coca-Cola’s “The AHH Effect” – A New Digital Campaign

Coca-Cola’s new digital campaign called “the ahh effect” is targeting teens with 61 different URL’s. The 61 different URL’s with different ahhh’s includes games, gif’s & films. The home page of the campaign is www.ahh.com & each different URL contains one more “h” reaching the maximum of 61 URL’s. Each URL corresponds to different experiences of having coke. This is a unique type of campaign with Coke launching so many URL’s. Teens looking for creativity & delight. The game I played was the Bubble game, where users have to navigate a bubble away from falling ice cubes and straws in a glass filled with Coke. One can also submit what ahh means to them & will be utilized in the website.

Coca-Cola has worked with Wieden+Kennedy in Portland, Ore., to create the campaign. With the rapid growth of social media & smartphones, these campaigns provide a perfect opportunity for the teens to engage with the games & films. For the brand, this would help optimize which different experiences are performing well & eliminate the non performing experiences. Facebook app is also available for the campaign. Coke which is at the forefront of launching unique campaigns, had earlier launched open happiness campaign.

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