“The Ahh Effect” is Coca-Cola’s first digital-led effort.

“The AHH Effect” is that multidimensional feeling of happiness, satisfaction and delicious refreshment one experiences after drinking an ice-cold Coke. It’s been described as the sound a smile would make if smiles made sounds, and it’s the centerpiece of a new teen-focused program from Coca-Cola. Bringing to life 61 dimensions of ‘AHH’ through a range of digital experiences, from games and films to GIFs, the program showcases all of the qualities of Coke and positions the beverage as the ultimate refresher.

Total of 61 games: 40 – from Coke, the remaining are user generated content, awarded to teens who submitted their own creative interpretation of what AHH means to  them.

5 million consumers visited the websites, 70% were organic.

Duration: Average of 2 minutes each, 5 times the exposure generated through a traditional TV ad.