Coke + American Music Awards
SUMMARY
Coca-Cola up'd its presence at the American Music Awards in 2013 and turned its focus on teens. Teenagers across the U.S. had the opportunity to enter for a chance to win seats in the new "Ahh-zone" with their friends during the star studded red carpet walk. Point of sale collateral was produced to advertise the huge sweepstakes prize. The final art for the POS displays stemmed from the concept of teenagers picturing themselves in the coveted Ahh-zone and taking selfies with their friends, thus connecting with teens and creating buzz and excitement around entering to win the prize.