The summer campaign.
Research told us that teens like to 'get' things that adults don't understand. It provides them with genuine satisfaction. So we created a world just for them. We launched a limited-edition range of 250ml cans in five new vibrant colours. The cans were in fact codes. Where adults saw coloured cans - teens used their mobile phones to uncover a hidden world. Through world-first mobile image recognition technology, teens used our advertising and the cans themselves, to unlock a hidden world of games, content, celebrities, activations, prizes and instant rewards.