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Posts Tagged ‘The AHH Effect’

Coke’s All-Digital, Teen-Targeted ‘AHH Effect’ Campaign Proves AHH-ffective

It’s been almost six months since Coca-Cola launched its first ever teen-targeted, all-digital, content-based campaign, The AHH Effect, which has been continually releasing new “experiences” via multiple variations of www.ahh.com (each including one more “H” in its URL). Each site features “a teen-worthy moment of randomness, creativity and delight that’s best experienced from teens’ favorite gadgets – their mobile devices.” Just in the past month, 20 more AHH.com URLs have gone live.

In case the all-caps have confused you, the “AHH” in AHH Effect is not meant as a panicked scream, but as a satisfied sigh. Coke’s initial release about the campaign described it this way:

The AHH Effect” is that multidimensional feeling of happiness, satisfaction and delicious refreshment one experiences after drinking an ice-cold Coke. It’s been described as the sound a smile would make if smiles made sounds, and it’s the centerpiece of a new teen-focused program from Coca-Cola. Bringing to life 61 dimensions of ‘AHH’ through a range of digital experiences, from games and films to GIFs, the program showcases all of the qualities of Coke and positions the beverage as the ultimate refresher.”

Included in the latest batch of experiences are several created with some of Coca-Cola’s key customer partners, including McDonalds, AMC Theatres, Six Flags and 7-Eleven. The brands partnered to explore the AHH Effect, and used the same combination of “gamification” and whimsy that Coke used during the initial launch of the campaign. For instance, the experience created with Six Flags, “Don’t Spill The Coke,” is a fast-paced game in which users try to keep their Coca-Cola from tipping over while riding a rollercoaster.

A seriously clever campaign that touches on many things digital experts point to when dealing with teens: their love of mobile devices, short attention spans, and willingness to engage others in something that interests them. But is it working?

Statistics gathered by Coke would point to the AHH-firmative. Read more

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‘Coke’ Launches Teen-Targeted Digital Campaign ‘The AHH Effect’ With 61 New Websites

What exactly is the “ahh effect”? First, we feel we should clarify that the “AHH” in “AHH Effect” is meant as a satisfied sigh, not the exclamation that may appear in a word bubble above the head of a comic book character running around with his hair on fire. In a release announcing its new campaign, Coca-Cola described it this way:

The AHH Effect” is that multidimensional feeling of happiness, satisfaction and delicious refreshment one experiences after drinking an ice-cold Coke. It’s been described as the sound a smile would make if smiles made sounds, and it’s the centerpiece of a new teen-focused program from Coca-Cola. Bringing to life 61 dimensions of ‘AHH’ through a range of digital experiences, from games and films to GIFs, the program showcases all of the qualities of Coke and positions the beverage as the ultimate refresher.”

That is a magical marketing mouthful if we’ve ever heard one!

Targeted to teens, the campaign kicked off last week with www.ahh.com and seventeen other sites (each including one more “H” in its URL), all of which feature “a teen-worthy moment of randomness, creativity and delight that’s best experienced from teens’ favorite gadgets – their mobile devices.” Read more