The use of digital in the Coca Cola BRRR campaign was instrumental to its success. By turning the BRRR sound into a competition, the target audience was directly engaged to get involved and generate content.
Users were invited to upload videos of their best BRRR attempts via myspace, or a special banner which accessed their webcam. The campaign broke MySpace records for video uploads and friend numbers. User generated content was also used in banners. PodWork's Jason Green concepted and art directed this digital capmaign at Ogilvy Sydney.