Diet Coke Amplifies Fans' Tweets on Billboards in Times Square

Droga5 Will Also Transform Tweets Into Print Ads, Murals, Framed Artwork and Jewelry

By Alexandra Jardine. Published on Sep 03, 2015

Editor's Pick

Diet Coke will surprise fans of the soft drink by recreating their tweets in unexpected places this Fall -- starting off in Manhattan's Times Square.

The "ReTweets of Love" campaign, by Droga5 New York, kicks off this week with three tweets from Diet Coke fans in Texas, Oregon and Virginia recreated in artwork and displayed on a large billboard in the square. Throughout October, the ongoing campaign will see fans' tweets transformed into designs by artists including Erik Marinovich, Marta Cerdà Alimbau and Jeff Rogers and appearing in a number of different places: in magazines, murals, as framed artworks and even on custom jewelry. All of this is, of course, hoped to encourage fans to tweet their love for the brand, by giving them back more than just a simple retweet.

While Diet Coke is clearly not the first brand to transform social media into physical products or advertising (we've seen tweets turned into chocolate, Vines and of course, ads by brands such as Old Spice) the brand's marketing power is bound to ensure this campaign gets seen -- and hopefully retweeted.

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Sep 03, 2015
Droga5 New York
Diet Coke
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Group Creative Director:
Justin Ruben
Senior Art Director:
Emmie Nostitz
Senior Copywriter:
Erica Pressly
Junior Art Director:
Paige Whitaker
Junior Copywriter:
Tori Nygren
Chief Creation Officer:
Sally-Ann Dale
Head of Art Production:
Cliff Lewis
Junior Associate Broadcast Producer:
Gabija Blake
Senior Art Producer:
Hilary Frileck
Executive Print Production Producer:
Jeannie O'Toole
Social Producer:
Jem Michael
Global Chief Strategy Officer:
Jonny Bauer
Head of Strategy:
Chet Gulland
Strategy Director:
Katy Alonzo
Senior Strategist:
Zack Cohn
Senior Social Strategist:
Kat Popiel
Social Manager:
Maureen O'Brien
Group Account Director:
Tamera Geddes
Account Director:
Megan Gokey
Account Manager:
Molly Wheeler
Account Manager:
Becky Charap
Senior Project Manager:
Amy Blitzer
Senior Manager, Integrated Marketing Content:
Kate Santore
Manager, Communications:
Abby Peck
Senior Manager, Connections:
Robin Triplett
Paul McGeiver
Associate Photographer:
Robert Ohman
Erik Marinovich
Jeff Rogers
Marta Cerda Alimbau
Like Minded Studio
Sarah Coleman
Ben Johnston
Luke Lucas
Gemma O'Brien

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