To celebrate the multidimensional nature of teens and the refreshing feeling that only comes from a sip of an ice-cold Coke, the brand is rolling out significant expansions and optimizations to “The AHH Effect” in its second year, both online and off. The teen-focused effort will build on its history of innovation with several marketing firsts for Coca-Cola in interactive and broadcast media this coming year.
Launched as a socially and digitally-led program last April, the campaign will continue to bring to life the feeling of happiness, uplift and delicious refreshment people experience while drinking an ice-cold Coke – “The AHH Effect” – found within the campaign’s 61 AHH.com URLs (each experience with one more “H” in its URL).
Beginning this week, the campaign’s first dedicated television ad is airing on teen-favorite networks, including Adult Swim, MTV and MTV2. The 30-second “Feels Like AHH” spot is designed to recreate the feeling of drinking a Coke through a fun montage-style music video highlighting a collection of the interactive games, videos and GIFs found within AHH.com.
A second television commercial, “This is AHH,” will premiere at the end of April, and will be the first-ever spot produced by Coca-Cola to exclusively feature user-generated content. The brand is inviting teens to submit a short video clip showing what it feels like when they take a sip of Coke – their own personal expression of AHH – at AHH.com/thisisAHH or via social media using the hashtag #ThisisAHH. Submissions are being collected until April 10. The entries that best illustrate that indescribable feeling you get from a delicious sip of Coca-Cola will be featured in the commercial.“Our efforts to connect with teens through ‘The AHH Effect’ exceeded our expectations in 2013. With digital still at the core, we’re now expanding into real-world activations and TV as the next phase of its evolution,” said Andy McMillin, Vice President, Coca-Cola Trademark, Coca-Cola North America. “‘The AHH Effect’ will be everywhere teens will be and we’re going to connect with them in ways that appeal to their natural curiosity and love of fun, bite-sized content.”