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 fuel their partnership with McLaren F1, 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 paired with surprise 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

 

To amp up online audiences, 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 gave Coke an exciting way to stand out.

 
 
 
 

Community

 

In collaboration with the McLaren team, fans were engaged before, during, and after each major campaign moment. Fun, unpredictable posts connected the initiative across multiple platforms and expanded the storyline 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.

 
 
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By building hype through exclusive items and an unexpected spin on the shopping experience, we got customers in the competitive spirit.

 

Their reactions, engagements, and shares sparked over 2.5MM video views, with 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).