Driven to Deliver
It’s not that surprising to see two of the world’s best Formula-1 drivers tearing up the track on race day. So when Coca-Cola turned to Amazon to amplify their partnership with McLaren F1 Racing, we brought Carlos Sainz and Lando Norris to the quiet streets of Austin, TX to take a lap as Amazon delivery drivers.
Video Spotlight
Orders and complimentary packs of Coke Zero Sugar were hand-delivered to unsuspecting customers. Can’t say for certain, but I wouldn’t be surprised if we set the world record for the slowest, most responsible ride in a 700+ horsepower supercar.
Directed by Alex Grossman.
Distribution: Amazon.com, FireTV OTT, IMDb, social.
Driving demand on Amazon
To spark excitement for online shoppers, we created four ultra-limited releases of autographed McLaren memorabilia with signature Coke Zero Sugar 6-packs. As bundles were released once a day to eager fans, each sold out in just seconds. And in Amazon’s ecosystem of endless abundance, these quick-strike retail moments made Coke stand out.
SOCIAL ENGAGEMENT
With help from the drivers’ personal accounts, fans were engaged before, during, and after each major campaign moment. Fun, unpredictable posts connected the initiative across multiple platforms and extended the storyline of our main video spot through behind-the-scenes content.
When we launched
Coke Zero Sugar weekly sales grew across Amazon, with online ROAS exceeding all previous benchmarks. Purchase button for exclusive releases was clicked thousands of times within active windows of only one minute each day.
When They Watched
Majority of visitors watched the video in full, and many of those viewers rewatched at least once. Impressions on IMDb channels yielded higher clickthrough rates than Coke’s previous benchmarks.
By building hype through exclusive items in rare bundles, we got customers in the competitive spirit. Their reactions, engagements, and shares helped ignite earned media, with over 2.5MM video views across Facebook/Instagram and over 458K positive interactions on Twitter, Facebook, and Instagram.
Creative team: Kate McCagg (GCD), Chris Martinez (CD), Brian Chinn (CW), Zibin Yuan (D), John Gill (DV), Shana Weber (PM), Alina Perez-Campos (P).