— ROLE

ACD

Creative Lead

— DATE

01/06/2014

Challenge

Refresh and modernize Coke x McDonald’s “Grab Summer” program, integrating the My Coke Rewards Beta+ platform and driving deeper social participation.

Idea

Launch “Snap. Share. Win.” — a social-first mechanic inviting consumers to complete photo challenges and post using #CokeGrabSummerSweeps for a chance to win weekly prizes.

Built a dynamic digital ecosystem through MCR Beta+, featuring rotating photo challenges, a live gallery aggregating submissions, and ongoing content drops to sustain momentum all summer. In-store integration across McDonald’s bags, tray liners, and cups extended reach at point of purchase, supported by paid influencers across major social platforms.

Impact

+3,860% increase in social engagement vs. prior year

13,883 incremental participants

30K+ hashtag uses

100MM+ impressions