Coca-Cola’s Facebook Riddles

Coca-Cola has over 40 million fans on Facebook, and has recently been playfully interacting with them on the site by posting a series of enigmatic riddles. Fans that solve the riddles are then directed to a set of charming Coke ‘sitelets’, that aim to “provoke small moments of happiness”…

Coca-Cola has over 40 million fans on Facebook, and has recently been playfully interacting with them on the site by posting a series of enigmatic riddles. Fans that solve the riddles are then directed to a set of charming Coke ‘sitelets’, that aim to “provoke small moments of happiness”…

The campaign is the brainchild of Wieden + Kennedy Amsterdam. The first riddle posted on Facebook was as follows:

It’s warm and sandy, right under your feet
By this crackling fire, good friends will meet.
Fun music is played, by women and men
You’ll think to yourself, “When can we do this again?”
There’s nothing more that I desire,
Than hanging out at A _ _ _ _ _ _ _ _ _ _ _ _ .com

The riddle was accompanied by an image of a bonfire, and fans quickly worked out that the link was abeachbonfire.com.

The sitelet for this riddle uses bold graphics to simulate a virtual beach bonfire, complete with a soundtrack featuring crackling flames, breaking waves, guitar sounds and the gentle clink of Coke bottles.

The second riddle read:

Even if they pop I smile,
It’s no secret why.
The soapy rainbow swirls,
Are magic to my eye.
I love looking up at clouds,
And blowing _ _ _ _ _ _ _ in the _ _ _ .com

This one directs fans to blowingbubblesinthesky.com: a bright blue sky filled with little fluffy clouds and birdsong, where you can blow bubbles using your computer’s built-in microphone (or by clicking on a mouse, if you’re feeling less adventurous).

The third riddle, posted yesterday, reads like this:

Set them up row after row
Knock them down and watch them go
It’s a toy that the whole world knows
The simple joy of F _ ll _ _ _ D _ _ _ _ _ _ _ .com

It leads to fallingdominoes.com, which is the most elaborate and appealing Coke sitelet so far. Users tap a hand that sets a Coke bottle rolling before setting off an impressive domino display.

Coke will continue to post riddles on its Facebook page over the coming weeks. To join in the fun, visit facebook.com/cocacola.

Credits:
Agency: Wieden + Kennedy Amsterdam
ECDs: Eric Quennoy, Mark Bernath
Creatives: Daniel Maxwell, Nacho Guijarro, Ivan Cash
Digital production: Random, Amsterdam
Owner: Daan Lucas
Creative developer: Hugo Dechesne

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