Coca-Cola Zero has targeted Polish gamers on Facebook in its latest campaign with digital advertising technology company SocialVibe and Polish internet advertising network IDMnet.

Coca-Cola wanted the campaign to drive traffic to the brands new Pimp My Ride game on Facebook, which was promoted using a targeted bespoke ad with the aim of a high completion and click through rate onto the Pimp My Ride Facebook game.

It was found that 84% of those who interacted with the engagement completed the task, while 76% continued to engage with the brand and clicked through to Facebook to play the Coca-Cola Zero Pimp My Ride game after the ad had finished. It was also discovered that 20% went on to share their favourite car on Facebook.

The partnership between SocialVibe and IDMnet will allow brands to access Poland’s estimated six million active gamers on Facebook each month, who spend an estimated 40 minutes each day playing games on the social network. In return for engaging with a brand message, for example filling in a poll question or watching a video, users receive virtual cash as a reward. The engagement with the brand is aimed to be non-disruptive and seen as beneficial to the consumer.