Coca-Cola on Wednesday unveiled a global marketing campaign that employs 61 URLs with snackable content around the theme of "The Ahh Effect," a new positioning for the brand.
The campaign uses the URL ahh.com along with ahhh.com, ahhhh.com and so on with each succeeding "H" in the URL ushering in a new experience. The URLs get longer and longer throughout the campaign. So far, there are 17 "experiences" available.
Coke is calling The Ahh Effect its first all-digital campaign and is aimed at kids who primarily consume content on their mobile phones. With that in mind, the campaign will include short-form content like mini games, animation and funny videos.
The brand intends to run ads on Facebook in Twitter in coming weeks asking teens to create and submit their own experiences. Some 25 will be chosen. In addition to those ads, 16- and 20-oz. bottles of Coke will promote Ahh.com.