Twin campaign delivery
Coca-Cola: two campaigns, two ways to take part.
A voice challenge for Break Uplift and a shared-answer game for Coke Tết brought different campaign ideas to life. Twin’s work connected branded play with points, rewards or personal New Year greetings.
Break Uplift · 2023
Coke Tết · 2023–24About the client
Campaign experiences for one of the world’s most recognised beverage brands
The Coca-Cola Company and its bottling partners form a global beverage system reaching consumers in more than 200 countries. The company describes approximately 200 bottling partners and more than 950 production facilities, delivering 2.2 billion servings a day across its portfolio.
Twin’s work shown here comprises two distinct Vietnam campaign experiences: Break Uplift’s voice-based challenge and a separate Tết greeting programme. Each gave the brand a participatory experience suited to its own campaign idea.
Client context: The Coca-Cola Company · global system profile. Company figures describe the client’s business; the project scope is set out below.
Campaign one · Break Uplift, 2023
Follow the melody, earn points and choose a reward.
Break Uplift put the campaign’s sound at the centre of the experience. Players used their voices to follow a melody, matching its pitch and rhythm to earn points.
Customers could arrive through a product QR code, a campaign link or a banner in the Coca-Cola Gifts Zalo Mini App. Points earned through play connected with a reward journey, where customers could exchange points and return to their saved rewards.
The game was one part of that journey. Entry, play, points and reward exchange each had a separate role, giving the campaign team different activities to track.
Watch the Break Uplift campaign film.
Campaign two · Coke Tết, 2023–24
Find shared answers and send a New Year greeting.
Coke Tết centred on family connection. Participants answered questions, discovered shared responses and created New Year greetings to send to family and friends through a Zalo Mini App.
The experience gave people a reason to talk about what they had in common, then turn that interaction into a personal message.
Coke Tết greeting activity
Recorded over 23 days
21 December 2023 – 12 January 2024
Campaign organisers’ figures recorded by VietKings. These figures describe the greeting activity during this period.
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