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.
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
CR in Print
Thanks for visiting the CR website, but if you are not also reading CR in print you’re missing out. Our March issue is an illustration special with features on Clifford Richards, Pick Me Up, the relationship between illustrators and writers, the making of the cover of the New York Times Magazine and a powerful essay by Lawrence Zeegen calling on illustrators to become more engaged with the wider world and accusing the profession of withdrawing “from the big debates of our society to focus on the chit-chat and tittle-tattle of inner-sanctum nothingness”.
The best way to make sure you receive CR in print every month is to subscribe – you will also save money and receive our award-winning Monograph booklet every month. You can do so here.