Coca-Cola needed to find a way of levering a celebrity endorsement to gain cut-through in a tough market. The brand was looking for a technique of messaging that would gain real attention, connecting to the right people and in the right way. The peer referral power of viral marketing offers this promise, but in most cases proves elusive for fast moving consumer goods firms. However, this short video starring English football star Wayne Rooney - proved compelling enough for millions of people to want to send this on. It’s the kind of connection all viral marketing sets out to make but rarely delivers.
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