Challenge

Coca-Cola needed to launch the "Club Coke" limited-edition bottle (designed by David Guetta) in the French market. The strategic goal was to move beyond traditional TV awareness and drive deep engagement with the gaming community on Xbox. The challenge was twofold: making a "lifestyle" product relevant in a "gaming" environment and creating a measurable path from content consumption to brand loyalty.

Reaction

I led the creative execution of an interactive branded hub on the Xbox dashboard that functioned as a multi-layered entertainment experience:
Gamified Content Consumption: To drive dwell time and recruitment, we created an interactive voting module. Users watched and voted on their favorite videos, earning Microsoft Points (digital currency) in return. This transformed passive ad viewing into an active value-exchange.
Data-Driven Cross-Platform Integration: Leveraging platform data, we created a first-of-its-kind "Bridge" competition. We tracked real-time player behavior to identify users engaging with Mass Effect 3 and Dance Central 2. By syncing brand engagement with actual gameplay data, we rewarded active players with exclusive Avatar items.
Commercial Impact & Analytics: The campaign allowed us to track the entire user journey — from the initial "click-in" to the hub, through to content interaction and final reward redemption. This granular data provided a clear picture of consumer recruitment and allowed us to prove the commercial impact of linking brand with gaming context.

Expertise

Creative Direction

Design

Gamification