Coca-Cola had a gap in the market; their research revealed that 40% of Romanian teens had not tasted Coca-Cola in the last month. Considering this, Coca-Cola launched a partnership with premiere music event Transylvania Untold, following research that Romanian teens had attended at least one music festival last summer. McCann Bucharest then developed 8 trendy, detachable wristbands for Coca-Cola’s bottles. Consumers then download an app and scan the wristband to determine if they’ve won access to the event.