It’s not that surprising to see two of the world’s best Formula-1 drivers tearing up the track on race day. So when Coca-Cola turned to Amazon to amplify their partnership with McLaren F1 Racing, we brought Carlos Sainz and Lando Norris to the quiet streets of Austin, TX to take a lap as Amazon delivery drivers.

Campaign featured original video production, pro athlete partnership, custom product development, and an exclusive first-of-its-kind experience on Amazon.

When we launched: Coke Zero Sugar weekly sales grew across Amazon, with online ROAS exceeding all previous benchmarks. Purchase button for exclusive releases was clicked thousands of times within active windows of only one minute each day.

When they watched: Majority of visitors watched the video in full, and many of those viewers rewatched at least once. Impressions on IMDb channels yielded higher clickthrough rates than Coke’s previous benchmarks.

RESULTS

By building hype through exclusive items in rare bundles, we got customers in the competitive spirit. Their reactions, engagements, and shares helped ignite earned media, with over 2.5MM video views across Facebook/Instagram and over 458K positive interactions on Twitter, Facebook, and Instagram.