This wasn’t the first time Coke and McD's had teamed up for the classic Coke glass giveaway. They’d done it a number of times starting in the 1970s. The worry and big question was: would this generation be interested in the glass? And how could we make this old chestnut of a co-promotion relevant to folks today.
success led to a Coke glass shortage
So we set out to reframe the beloved collectible to customers…as a glass AND a musical instrument. The integrated campaign combined broadcast elements with an online ad program and an interactive Coke glass music composer that enabled users to create their own music tracks and share them with friends. Was it effective? It drove so much store traffic that the client ran out of Coke glasses and the campaign had to be pulled weeks ahead of schedule.