We made a really big Super Bowl campaign for a really small can of Coke. To Launch the Coke mini, there was only one man for the job, the most minuscule super hero Ant Man. We teamed up with Marvel to create a commercial with Ant Man and the Hulk, that lives as a bonafide part of the Marvel Universe.
The commercial was used to house the social campaign. Marvel fans are renowned for checking every frame of the movies, so we hid clues in the commercial for those fans to find.
There were six easter eggs in the commercial––including phone numbers, a Snapcode, URLs, and the coordinates of the lab––which led to thousands of limited edition Coke Mini’s with exclusive Marvel Artwork as well as other prizes including a Mini car full of Coke Mini’s . Fans dissected the commercial frame by frame, set up communities online to share information and found all of them in one week.
Fans even made reaction videos of the commercial, just as they do with Marvel trailers. Which was weird. But who am I to judge ?