www.juxtinteractive.com/interim2004/online_campaigns/coke/trivia/01.html
JUXT INTERACTIVE
A centerpiece of the 2006 Coca-Cola advertising media plan was an extensive sponsorship of fantasy football. Explosively popular, fantasy football is a game in which the participants, called “owners,” arrange themselves into leagues, and “draft” or “acquire” via auction real-life American football players, then score points based on these players’ actual statistical performance in real football games. The passionate fantasy football fan plays in multiple leagues on multiple websites, checks in with his team to make changes to his player roster throughout the week and has the league website up on his computer all weekend. This presented the challenge of creating an online campaign users would enjoy seeing multiple times per day as they return to their fantasy website over and over again.

Juxt Interactive created Coca-Cola’s Football Trivia rich-media campaign to support Coke Classic. The campaign was centered on the mantra “Deliver experiences online to the sports fan that only Coke could provide.” Specifically, Juxt developed online media banners that featured a multi-question trivia quiz where users were scored on a series of daily sports questions testing their football history knowledge. A leaderboard ranked a player’s score against every other fan in the world playing that day across multiple fantasy football sites, and tracked scores all season long. Juxt responded to the daily challenge of updating each deployed banner by custom-developing the technology to enable the largest dynamically generated PointRoll campaign in history. Four sets of questions, written by Juxt staff, were uploaded each day throughout the entire campaign. The questions were presented with simple typography surrounded by a goal post-like graphic which transitions into an animation of the unmistakably recognizable Coke bottle.

“This campaign truly lived up to and exceeded the incredibly high bar set by the client,” reports Juxt creative director Todd Purgason. “The Coke Trivia campaign was a massive undertaking, and it was the responsibility of Juxt to coordinate all stakeholders, including PointRoll, SMG, Coca-Cola Marketing and various publishers. Juxt was able to pull this complex, never-been-done-before program together in a very short time frame to meet media-launch opportunities. The campaign generated 42 million impressions, and 7.4 million conversion opportunities. The banner units achieved an 11.22 percent interaction rate—the industry benchmark is 6.85 percent—while the PointRoll panel CTR was nearly 4 percent, far surpassing industry averages.”
Terry Lee Stone