Coke’s Dreamspace
Challenge:
For their Live Positively campaign, Coca-Cola Europe wanted to create a platform where consumers and employees could collaborate on how to better the world.
Solution:
Armchair teamed up with social branding agency BeDo to create the Live Positively Collective, a forum for employees and fans to share videos, pictures, and stories about making a positive impact.
Inspired by art and fashion blogs, we stepped out of the way for users to create the content. Honest and transparent, the Live Positively Collective would be whatever its members made it.
We designed the site’s structure with addictive browsing in mind. Instead of pages, it had filters, a random button, and a continuous stream of posts that loaded as long as you scrolled. Users could interact in three ways—by browsing, commenting, and contributing.
While users would create the content, Coke would set the tone. We would roll the Collective out gradually, first to corporate employees, then by invitation only, and finally to the public. Those who knew the brand best would build its foundation, and later arrivals would follow that lead. By requiring contributors to register, we allowed moderators to protect the optimism so essential to Live Positively.
Results:
Coca-Cola Europe loved our concept, and soon Coca-Cola Global wanted in. Suddenly, the site we had always thought of as an underground project became a worldwide initiative.
And that summer, the Live Positively Collective won the AIGA SEED Award for Excellence in Interactive Blog Design.
The Live Positively Collective launched in December 2010. We hope it really does change the world.
