"GRAB SUMMER BY THE BUCK"

THE INSIGHT: Summer goes by fast. Those 90-odd days seem like a lot, but before it you know it, football is on TV and you can no longer wear white. And the last thing Millennials want is a summer that comes up short. They want a summer they can share and show off with their friends. That's why we created a summer bucket list in 2013 and why we made it nation and social-wide in 2014.

THE PLAN: Be the instigator of summer fun. Create a seemingly endless list of fun, photo-worthy challenges that could be found at GrabSummer.com or by following @GrabSummer on Twitter and Instagram. Each challenge they completed entered them in to win trips, tickets and other summer-changing prizes every week of summer. All they needed was photo proof and to share them using #CokeGrabSummerSweeps. Having a summer for the (Face)books was as easy as "Snap, Share, Win."

Grab Summer had its own Twitter and Instagram handle to keep them engaged and inspired all summer long. Through the handle, 50 additional challenges were added over the course of the program and best-in-class examples of challenge photos were shared.

Utilized the new Coca-Cola MCR Beta+ platform to create a GrabSummer.com hub, where users could learn about the program, access new challenges and check out the social news feed for all of the challenges and Grab Summer happenings. Eight photo-based challenges were featured on GrabSummer.com all summer long. Each challenge had it's own page with inspiration images, details on how to complete it and how to earn extra sweeps entries by including a McDonald's $1 Any Size Coke. 

In-store McDonald's Bags, Tray Liners and Cups featured challenges to do right then and there and further drove them online to participate in more challenges.

Paid influencers posted to Facebook, Instagram, Twitter, YouTube and Vine to create brand love, extend program reach, encourage participation and inspire creativity.