Don't sugarcoat it. Every client wants the keyword of the day "viral, social media, wom, user-generated content, etc." So how do you pull it off when hosting is a nightmare and your timeline says you should have started three months ago? You create a cool video contest and let YouTube do your heavy lifting. For Coke-Zero, teens were encouraged to show themselves at their most real and un-sugarcoated by submitting videos to a promotional website. The site allowed users and their friends to view and vote on video entries, send customizable “un-sugarcoated e-cards” and decorate their Facebook and MySpace profiles with Coke Zero bumper stickers.

In case that wasn't enough, a direct mail "Guide to Not Sugarcoating" was sent out chuck-full of lighthearted tips for “keeping it really real”, info on entering the video contest and coupons for Coke Zero to use and share with friends.