Summary
This case study describes an integrated sponsorship partnership in the US between Pepsi, the soft drink, and the X-Factor TV show. The aim was to reposition Pepsi in pop culture, and drive consumer engagement and purchase intent. The integration extended beyond traditional media sponsorship to work across broadcast, digital and other platforms. This included: the chance for the winner to star in their own Pepsi Super Bowl commercial; consumer-driven events like The Pepsi Choice, a crowd-sourced group performance; and The Pepsi Challenge, where fans could select the song the final four contestants performed. Pepsi also created two real-time, second-screen experiences to engage fans beyond the show and ignite conversation: Pepsi Pulse, a social monitor that allowed fans to track The X Factor buzz; and the Pepsi Sound Off, a platform that allowed fans to voice their opinions via a Facebook and Twitter sync.

Summary
In this Australian campaign, Coca-Cola, the soft drink brand, increased consumption among teens and young adults by printing 150 of the most popular first names on its bottles and cans, along with the encouragement to "Share a Coke". TV commercials featured real people who shared the same names as those selected for the cans. Similarly, virtual cans were offered to allow people to share online and kiosks were set up to print personalised cans with any name that a customer chose. Against a category decline of -0.7%, Coke increased volume sales.

Summary
In this campaign, Cola-Cola, the soft drink brand, challenged people's general fear and mistrust of others by creating a video compilation of real-life security camera footage showing spontaneous acts of kindness and generosity. The video, created in Argentina, was first seeded online and later aired as a TV ad in over 40 countries. The earned media it has generated - 1,141 mentions in media with a combined circulation of over 500 million - is estimated to be worth nearly $12 million.

Summary
Soft drinks brand Mountain Dew had set aggressive sales targets for the launch of three new flavours in New Zealand. This campaign set out to create a buzz around the brand and greatly improve its popularity among younger consumers, only 22% of whom had even tried it. With a target market of cynical 15-24 year old males, Mountain Dew tapped into their particular interests, including skateboarding, BMX riding and gaming and built a skatepark in the form of a giant, fully functioning pinball machine where the new flavours could be sampled. The launch featured a competition for top skaters which helped seed the campaign through their communities and social networks. All brand metrics increased above target, behavioural metrics improved substantially and sales targets were exceeded.

Summary
For this campaign, Coca-Cola reached out to teens in Hong Kong by tapping into local slang and launching an integrated media effort across TV and mobile devices. ‘Chok!’ is a slang term for rapid motion much-used by the target audience; this insight translated into the development of a mobile app that allowed users to win prizes by moving their smartphone around their TV screen during broadcasts a Coca-Cola ad depicting falling bottle tops; the more bottle tops they caught with their device, the higher their likelihood of winning. The competition was promoted across mobile and online banners, as well as TV promos; the ads themselves ran at 10pm each night. The app had been downloaded over 400,000 times six weeks after launch; online discussions around the brand also rose by over 200%. Coca-Cola sales also rose 12.5%.

Summary
Slurpee, a self-serve frozen drink brand, targeted Australian youth with this campaign - which aimed to engage customers early in the spring with a one-off event to encourage them to keep buying through the summer. This represents a departure from the category norm, which generally sees frozen drinks brands timing their marketing activity to peak later in the spring. Slurpee activated its audience by promoting a "bring your own cup" day - which allowed drinkers to fill whatever they wanted with the frozen drink for the price of a medium Slurpee. Activity began with a post on Facebook, continued with posters in stores, and was supported by PR from local and national media. Slurpee sales more than tripled on the day of activation.

Summary
In Mexico, the Ciel water brand, part of the Coca-Cola Company's portfolio of brands, developed an innovative bottle design with 33% less plastic that required consumers to twist and collapse a bottle before recycling. The product was ready in time for the Mexican summer when water consumption peaks. But Mexico's youth were uninterested in the benefits of sustainability, as offered by the Ciel bottle. This case study explains how the brand created a content-led piece of digital storytelling that made twisting and collapsing the bottles an integral part of the narrative. The premise was based on a young man stranded on an island with a female celebrity. She wants to use the bottles to send messages in the hope of being rescued, whereas he wants to recycle them creatively and spend more time with her. This storyline was launched via Twitter, with a regularly updated video diary used to narrate the couple's adventures and to explain novel uses for the bottle. This was amplified by paid for television advertising. In its results section, this case cites a sales increase during the campaign as evidence of its effectiveness.

Summary
Although Horlicks has been sold in India for 100 years and is the leader in its category of nutritional beverages, its share was declining rapidly as consumers struggled to differentiate it from rival brands. This case study outlines how the brand invested in a "Mission Nutrition" positioning for the Indian market, a country with a large number of under-nourished children. The resulting "Aahar Abhiyaan" initiative brought in children in West Bengal to create an art programme about child malnutrition that could be presented in public spaces and endorsed by celebrities and politicians. As evidence of the success of this approach, this case study cites a variety of forms of participation, media coverage and increased share for the brand.

Summary
In 2012 Coca-Cola, an Olympic sponsor, faced the challenge of stimulating Chinese consumers' interest and excitement in relation to the summer Olympic Games, since there was a risk that the London Olympics would feel remote and anti-climactic after the excitement for the Chinese when they were the host nation in 2008. This case study describes the brand's programme to create a crowd-sourced anthem to cheer on Chinese sports figures as they competed in London. The campaign mixed online and live events, harnessing celebrities, instant messaging and mobile. The brand's sponsorship of the London Games delivered increased spontaneous awareness among Chinese consumers, outstripping its results in 2008.

Summary
This US case study shows how Sprite, the soft drink, connected with the African-American teen market and achieved high active social engagement. It did this through capitalising on its long-standing sponsorship of the National Basketball Association (NBA) Slam Dunk Competition, which involved four basketball players showcasing their most creative and spectacular slam dunks. To give fans an enhanced experience of the competition, Sprite created the Sprite Slam Dunk Intensity Meter, which measured the power intensity of slam-dunks, live on-air. This addition to the competition generated 148,201 tweets and 1,537 mainstream news mentions, creating an additional 171m earned media impressions.