Sector: Consumer Packaged Goods

Challenge: Diet Coke Plus needed alternative, engaging methods to garner media impressions in addition to the traditional TV, radio, banner and print efforts. They were particularly focused on communicating emotionally with their younger audience.

Solution: Rock River paired Diet Coke Plus with cool artists to attract a younger demographic with valuable music content. We developed the Diet Coke Plus Podcast series, which included over 30 minutes per episode of on-brand music.

Delivery: Rock River made the podcast series available in the brand-protected environment of iTunes as well as on the Diet Coke Plus website. Five episodes were created around lifestyle themes including Work It Out and House Party, and included artists such as DJ Spinna, Plantlife, Liam Finn, Arrested Development and Thievery Corporation.

Results: With the series being featured in iTunes 'new and notable' section and media support on websites such as imeem, the metrics were more than impressive with downloads happening at a fast and furious pace.