Coca-Cola created a marketing campaign that teens felt was for them, using channels and content that spoke directly to them:

They changed the colour of Coke's iconic red cans by launching a new range of limited edition multi-coloured cans that teens could collect, play with and share. The cans were also readable codes that unlocked a hidden, colourful world of games, content and prizes via world-first image-recognition technology. (http://content.warc.com)