here is a extraordinary example of an integrated marketing campain made by coke. here is the first ad: (French)
http://www.journaldunet.com/ebusiness/publicite/analyse/071221-campagne-coca-happiness-factory2/2.shtml
Coke is using a platform on the internet then to gather targeted consumers (12-19 years) with teasers of the movie, games, goodies.
A real integration between TV, mobile, cinema and internet advertising.
results in France: 450, 000 visitors on the website in 6 days (normal average is 1 million per month) , 200,000 videos completly seen, and a silver lion in Cannes!
The campain was developed for all countries but was a bit adapted depending on tergeted consumers (a bit older in US for example).
web link: http://www.coca-cola.fr/home.do#Happiness_Factory
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