Coke China offers cash for ads in crowdsourcing hunt for ‘refreshing creative ideas’

CokeCoca-Cola has launched a crowd-sourcing competition in China that offers cash prizes for the best TV and print ads that “inspire a craving for Coke.”

The contest challenges entrants to create an “expression of what makes a Coke so desirable to YOU” in 30-second video and print entries.

“Don’t make an ad for Coke – we’re interested in your creative point of view about the drink,” the company says in a press release about the competition that will run on crowdsourcing platform eYeka.

US$30,000 will go to winners of the best videos, US$6,000 to the best print ads.

“If you had to explain to an alien that never tried it before what makes Coke so wonderful, what particular element of the Coke experience would you talk about and what artistic expression would you show him to get him to crave a sip,” the release headlined ‘Coca-Cola Is Asking Consumers For Refreshing Creative Advertising Ideas’ reads.

The results of the video and print competition are scheduled to be announced in February and March next year, and are open to anyone who registers on eYeka.

The company says: “Getting creative input from the crowd will allow them to discover and build on fresh ways to bring that message to life in order to build a strong and emotional connection with its consumers in China.”

McCann Shanghai is Coca Cola’s agency in China.


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