Diet Coke Is Retweeting Its Biggest Fans in Suddenly Extravagant Ways

Surprise RTs pop up in the real world

A retweet is nice and all. But as an expression of affection, it's woefully lame.

Diet Coke understand this, and is taking a grand new approach to retweeting love notes from fans. Instead of just hitting a button on Twitter, it's retweeting the tweets out in the real world—in beautifully designed ads on billboards, custom jewelry, framed artwork, magazine pages and more. The surprise RTs will be tailored to each individual tweet, and will roll out throughout the fall.

The "Retweets of Love" campaign—by ad agency Droga5, with help from acclaimed designers and illustrators including Erik Marinovich, Marta Cerdà Alimbau and Jeff Rogers—begins this week with a billboard in Times Square, where three tweets from Diet Coke fans in Texas, Oregon and Virginia are being retweeted in front of the masses.

"We've been connecting with our biggest and most passionate fans through social media for years, but we felt it was time to return that love in way that's as big as our appreciation. A simple retweet just isn't enough for our loyal fans who love the great taste of Diet Coke," said Danielle Henry, group director of integrated marketing content at Coca-Cola North America. "We can't wait for our Diet Coke enthusiasts to see their tweets reimagined into displays of affection that are as unique as they are."

"Retweets of Love" is an extension of Diet Coke's "Get a Taste" campaign, which launched last fall.

Client: The Coca Cola Company
Project: Retweets Of Love
Senior Manager, IMC: Kate Santore
Manager, Communications: Abby Peck
Senior Manager, Connections: Robin Triplett

Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Justin Ruben
Senior Art Director: Emmie Nostitz
Senior Copywriter: Erica Pressly
Junior Art Director: Paige Whitaker
Junior Copywriter: Tori Nygren
Chief Creation Officer: Sally-Ann Dale
Head of Art Production: Cliff Lewis
Junior Associate Broadcast Producer: Gabija Blake
Senior Art Producer: Hillary Frileck
Executive Print Production Producer: Jeannie O'Toole
Social Producer: Jem Michael
Global Chief Strategy Officer: Jonny Bauer
Head of Strategy: Chet Gulland
Strategy Director: Katy Alonzo
Senior Strategist: Zack Cohn
Senior Social Strategist: Kat Popiel
Social Manager: Maureen O'Brien
Group Account Director: Tamera Geddes
Account Director: Megan Gokey
Account Manager: Molly Wheeler
Account Manager: Becky Charap
Senior Project Manager: Amy Blitzer

Photography: Droga5
Photographer: Paul McGeiver
Associate Photographer: Robert Ohman

Erik Marinovich
Jeff Rogers
Marta Cerda Alimbau
Like Minded Studio
Sarah Coleman
Ben Johnston
Luke Lucas
Gemma O'Brien