www.juxtinteractive.com/interim2004/online_campaigns/coke/chase/default.aspx
JUXT INTERACTIVE
Beverage giant Coca-Cola has had a range of long-standing advertising and marketing outreach programs to a variety of sports enthusiasts. In recent years, Coke has moved beyond print ads and 30-second television spots to leverage emerging technologies with new twists to connect with fans. Web advertising allows this global brand to speak directly to individuals while they are enjoying online content about their favorite game or sport.

Reaching NASCAR fans was a key component of the “Adult Male Sports Plan” for Coca-Cola in 2006. Fans of the National Association for Stock Car Auto Racing (NASCAR) are rabidly loyal to the brands that support their sport and their drivers. Coca-Cola already has agreements with various NASCAR speedways to be the exclusive beverage at the track with catering, concessions and merchandising deals, but also wanted to promote Coke Classic online.

To meet this goal, Coke worked with Juxt Interactive to create consumer advertising that enhances the experience of fans at the NASCAR website—and drive home how Coke is a key supporter of their sport and passion. The resulting campaign for Coca-Cola is a Flash-based interactive game where the user takes on the role of a NASCAR driver, bumping and weaving his way to victory.

Juxt leveraged a roadblock media placement in this campaign, starting the NASCAR experience on the top banner and driving users to play the game in the adjacent vertical “skyscraper” unit on the side. A roadblock ad placement really is the equivalent of a “page stealer” in a print publication, in that it frames online content in a way that demands attention and captures the visual landscape. These eye-catching units are a targeted, innovative media buy that works. Juxt’s meticulous attention to detail and outstanding animation came together to create a media-rich, fun game geared just for NASCAR fans. The NASCAR campaign met and surpassed the Coke 2006 digital media goal to deliver unique experiences that only Coke can provide to the sports fan online. A secondary goal for the NASCAR campaign was to drive visitors from the ad unit to MyCokeRewards.com, a consumer-appreciation program, and generate registration and redemption on the site from the fans. Click-through rates were above average at .28 percent, and MyCokeRewards.com registration conversions topped 19 percent, one of the highest-performing elements of the MyCokeRewards campaign.
Terry Lee Stone