Coke Burn/ Alter Ego Facebook Application

Strategy

Burn is an energy drink popular in the UK. It promises that it  "extends your night," allowing you to push back the dawn and party to your heart's content. Most of the brand's communication was point of sale or event based: themed nights at select clubs, street teams, and a truck with a roof-mounted flame-thrower. But Burn wanted a way to stay in the minds of the target consumers even after the sun came up.

The web is a huge part of the life of  their 18-24 demographic, but surfing the web is a passive act, usually done while sitting indoors. The question the client asked was "How do you translate the passion and energy of burn into an online experience?"

The answer was Facebook. The popular social networking site ranked among the top 5 ways young adults spend time online. And rather than trying to replicate "energy", we created an application that focused on the real benefits of staying later at the club: meeting more people, and waking up with a story the next day.

And so was born Burn Alter Ego. This app allowed users to create a customizable virtual avatar, and then "go out"- either with existing friends, or new ones. The next day, users could check their avatar's blog to see what went down the night before, and view images that showed both avatars hanging out. The end result was that, just like actually going to a club, users received a story and a shared experience with a friend the next morning. Brought to them by the makers of the night-extending Burn energy drink.

» Click here to visit the Burn Alter Ego applicaton

Results

As of 2/25/09
Total Installs: Over 220,000 application installs with over 750,000 pieces of original content created.
Average daily users are about 30,000 users.