COCA-COLA AMERICAN MUSIC AWARDS ACTIVATION – 07/20/2017
During the four days leading up to the AMAs, four YouNow influencers broadcasted their journey of becoming hosts of the Coca-Cola Red Carpet at the 2016 AMAs. They created 15 live streams before the main Red Carpet broadcast, promoting each stream across various social media platforms to drive incremental reach and engagement. YouNow's engaged user base created the programming organically by integrating Coke Music stickers and gifts to get the broadcasters' attention -- ultimately, creating millions of authentic, magic video moments. A 20 second animation -- known on the platform as an on-screen 'Super Gift' -- was available for users to send to their favorite broadcasters, associating the brand with excitement, facilitating brand affinity and creating a verbal call-to-action to drink Coca-Cola products.