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January 31, 2008
Coca-Cola and the mystery of Ray

In Belgium the online buzz is all around Ray. Do you remember the Coke campaign in Grand Theft Auto style?

Well, it looks like Ray is alive and kicky, and the "Reality Police" is chasing him. Anyone who has information about Ray and can help discovering his real identity is invited to visit to sign-up and get ready to share such tips.


Ray also has a page on Netlog, the most popular social network in the country.

The integrated guerrilla campaign is running online only, ambient advertising is also part of the action.

The big question in the Belgian blogosphere is "is there Coke behind Ray?". Investigations are currently taking place, analysing the DNS of the server and domain registration info. It seems that Amphion, Coke's agency is behind the project...

Stay tuned, I think there will be more to find out about Ray :-)

Comments on this entry

The ambient was spray painted on the side walk in front of the houses of several A-bloggers in Belgium. Unasked for, of course. Most of them are reacting really positive, but some of them are outraged and worry about their privacy. In both cases, it results in buzz. But what if they all reacted negatively? Is this campaign too intrusive or not? Would love to read your thoughts about it!

Posted by: Buzzing Bees at February 1, 2008 03:45 PM


I believe the spray was in chalk like the Nike and MTV campaigns as far as I read on Pietels blog. Nothing new there. Also only one tagged blogger complained, the others were excited. I'm mainly curious about what Ray does next :-)

Posted by: Pieter at February 1, 2008 09:21 PM


Creating profiles for fictional characters has been used in a few other publicity campaigns as well, for instance Chuck from the NBC action series is registered on Facebook.

Posted by: sonya at February 8, 2008 08:14 AM


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