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| Coca-Cola launches national hunt for the coolest couple in India
Innovative platform for the youth to socially network using the power of digital technology
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| 10 May 2007
, New Delhi
: Coca-Cola India today launched a mega initiative, ‘Coca-Cola Speed Jamming’ targeting young consumers across the nation. The first of its kind initiative has been designed as a youthful expression of Coca-Cola’s summer campaign ‘Sabka Thanda Ek’. To drive the entire consumer initiative, a 360-degrees integrated communication campaign including leveraging ‘Digital Platforms’ like Mobile phones and the internet is being rolled out. CDMA mobile phone users and net surfers logging on the interactive Coca-Cola Speed Jamming destination on www.myenjoyzone.com, would be able to access unique meeting and networking opportunities. Participating consumers would also be able to compete in the Mega Hunt for the Coolest Couple in the country, being organized through a series of on ground events across 5 Indian cities - Delhi, Mumbai, Bangalore, Chandigarh & Pune. Youth in other parts of the country too get a chance to be a part of this Coolest Couple Hunt through www.myenjoyzone.com. Regional and national winners of Coca-Cola Speed Jamming initiative would be able to win cool prizes and also get a chance to meet Bollywood Superstar - Hrithik Roshan. According to Kashmira Chadha, Director Marketing, Coca-Cola India said, “Coca-Cola’s latest summer campaign “Sabka Thanda Ek” is all about bringing people closer together. The launch of the Coca-Cola Speed Jamming initiative takes the same thought forward and is the youthful expression of the campaign. The first of its kind innovation has been specially designed to leverage the power of digital technology. The initiative gives the youngsters an ideal opportunity to both socially connect and also interact with like-minded people.” More about Coca-Cola’s Coolest Couple Contest To compliment, Coca-Cola‘s Sabka Thanda Ek campaign which is all about bringing people together, a nationwide “Mega Hunt” for Coca-Cola’s Coolest Couple is being launched across 5 cities - Delhi, Mumbai, Bangalore, Chandigarh & Pune. To select regional winners, a series of on ground events would be organized across all the 5 cities. Winners of the regional rounds in the 5 cities will then compete for the Coolest Couple trophy in the grand finale in Mumbai. All competing participants will be judged by experts on their overall attitude, sense of humor and presence of mind, and also through an interactive rapid - fire session. The participants at the grand final in Mumbai would also get a chance to win cool prizes like motor bikes, I - Pods and also get to meet the Bollywood super star & style icon, Hrithik Roshan. Leveraging Digital Platforms The on ground leg of the initiative would be complimented by the digital platforms. Consumers can participate in the speed jamming initiative either by logging on to Coca-Cola’s interactive site www.myenjoyzone.com or through the mobile digital platform i.e. CDMA Mobile Phones. The Speed Jamming destination created by Jump games will provide consumers with opportunities to create their own profile, chat, search for other profiles, make friends online and also meet like-minded people. Consumers can win points in the form of virtual crowns by rating one another and thus make it to the popularity list. All the popular participants stand a chance to participate and win “Coca-Cola’s Coolest Couple" initiative. Extending Reach By logging on to www.myenjoyzone.com, youth beyond the select 5 cities, from other parts of the country too would get a chance to be a part of the Coca-Cola Speed Jamming initiative. They would be able to enter the finals of the “Coolest Couple Hunt” and directly compete with the regional finalists. |
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