BACKGROUND Coca-Cola is a 132-year old brand that has little relevance to teens. The brief was to foster engagement in teens.

IDEA Coke Jigathon was designed as a pre-game game—the one they play as a warm-up for more complicated role-playing and strategy games. It’s simple and helps loosen up fingers, improve focus and prevent serious finger injury.

STRATEGY Most teens spend an average of 80 hours/week playing video games. Coke Jigathon was designed specifically as a pre-game game targeting Filipino teens via online influencers and Facebook and Messenger ads. Coke Jigathon was launched on Facebook Messenger—a platform where teens already were. Because of various free Facebook promos and unlimited surfing deals from local telco companies, the game required little to no effort—no additional web fees, no huge bandwidth, no other apps to download and no pricey game consoles.

EXECUTION Coke Jigathon was launched on Facebook Messenger last 23 August 2018 and was boosted until 31 August. It is still available to this day on the same platform. There was also a Share button wherein gamers would post their scores themselves. This lead to the game spreading from the Philippines to other parts of the globe such as India, the US, Mexico and Brazil.

OUTCOME Filipino teens were the target, but spread across the globe—India, the US, Mexico, Brazil. There were 87881 Facebook link clicks and 2236 Facebook Messenger link clicks.