People can easily get stagnant during break times. Thus we need to design a game that can get people out of that passive state and actively immerse them in our music experience.    

In the context of Vietnam, nothing makes people active better than karaoke. It’s a phenomenon whereby, even when stagnant, people will sing, dance, compete and connect at the slightest hint of it.

To synergize with this cultural insight, Coca Cola introduced an initiative on Zalo, with a first-of-its-kind game fully embracing the karaoke craze. Every music sheet ignites the urge to sing, but here's the twist: each sung note transforms into the refreshing "Ahhhh" sound of taking that first sip of Coca-Cola.    

That's the magic of Coke's pioneering sonic game. It's not just about hitting the right musical notes, it's also about helping the brand hit all the right brand objectives. Every note sung turns into a bubbly "Ahh," mimicking that physical upliftment of Coke, strengthening the brand's intrinsic association. And it’s not just an uplifting break time game, it’s a sale booster too, where you can convert the winning points into promotion.    

The game design revolves around 3 core principles:  

- Simplicity ensures broad accessibility, allowing players of all skill levels to engage multiple times within a short break.  

- Inherent addictiveness drives sustained participation, balancing effortless wins with satisfying challenges, and complemented by a competitive leaderboard and enticing rewards.  

- Integrated social interaction encourages organic sharing among peers, maximizing reach without the need for an inflated media budget.

Pre-launching of the game, the jingles were announced using Tăng Duy Tân as a Key KOL, along with social announcement posts on Coca-Cola Fanpage. The jingles were also spread on Gen Z's favourite Facebook communities page, including BeatVN, Đài Phát Thanh, Run Your EDM to spread awareness of the game to diverse Gen Z audiences. The launch and amplification of the game were thanks to The KOLs, who amplified and sustained users' excitement and engagement on the game throughout the campaign, with a total of 183 KOLs using the Jingles on their TikTok posts to attract more users onto the game.    

Users begin the game by scanning a QR code, unlocking an immersive, brand-integrated experience powered by cutting-edge voice recognition technology. They'll test their skills in a karaoke-inspired challenge, matching song pitches with Coca-Cola's iconic "ahhh" sound.    

Each platform brings unique engagement opportunities. On Zalo, players can swiftly share scores and rankings within groups or challenge friends directly, fostering a fun and competitive environment. Users can also share their gameplay triumphs on Instagram Stories, using branded hashtags to invite friends and expand the reach.    

As players progress, they earn points to reach exciting milestones, unlocking eleven enticing rewards across all platforms. These include Coca-Cola products, food delivery vouchers, and even tech gadgets, driving organic user acquisition and retention.

The campaign rapidly went viral, amassing 7,231 display buzz and 639,754 engagements, with a total view count reaching an impressive 15,162,555. The overall sentiment score stood at 0.97.    

The game seamlessly hit all the brand notes with exceptional results. Targeting 23,000 unique users in 3 months, it remarkably reached this goal in just 3 days. By the end of the campaign, it had acquired a staggering 495% of its unique user target, demonstrating its immense popularity and potential.