Beverage Industry

Marketing ‘Mission’

December 13, 2011

Coke Zero is partnering with Paramount Pictures for the fourth installment of “Mission: Impossible — Ghost Protocol,” which appears in theaters this month. Leveraging the brand thematic “Make it Possible,” Coke Zero developed a fully integrated marketing program, including TV spots, in-cinema advertising, product packaging and digital activation utilizing custom assets from the movie. The brand launched a Web page where visitors can join the Impossible Mission Force (IMF) to attain access to special content and film assets. Coke Zero also teamed up with SCVNGR, a social gaming platform for mobile phones, offering players the chance to win rewards like exclusive film collateral and Coke Zero products.