As the season finale of any major show approaches, advertising agencies and brands gather together around their chai teas, complicated brownies and erasable markers to determine how they can collectively take advantage of the ratings spike to come.
Coca-Cola figured out a way to win during the season finale of ‘American Idol': user-generated contact.
Of course, the brand needed the help of Wieden+Kennedy to pull it off.
The video, which will premiere during tonight’s finale, was the result of a contest that began months ago under the “AHH” umbrella of ingenuity. Consumers created each clip, and editors completed the final cut of 40 AHHs by drawing from a group of more than 400 submissions from around the world.
While the “AHH Effect” campaign has been airing on VH1, MTV, and other channels broadcasting everything but music, this spot marked its network debut.
Credits after the jump.