How to bring the brand of RC Cola closer to the age group of 14 to 22?
We took the most popular tv-show among the target group, Estonia is Searching for a Superstar, and in parthership created an interactive game where you had to pick out the superstar finalists from the "mortals".
To create organic word-of-mouth we found the "mortals" in the game from castings done in shopping centers.
The result? Ca 60 000 games played.
