It’s not that surprising to see two of the world’s best Formula-1 drivers tearing up the track on race day. So when Coca-Cola turned to Amazon to amplify their partnership with McLaren F1 Racing, we brought Carlos Sainz and Lando Norris to the quiet streets of Austin, TX to take a lap as Amazon delivery drivers.

To spark excitement for online shoppers, we created four ultra-limited releases of autographed McLaren memorabilia with signature Coke Zero Sugar 6-packs. As bundles were released once a day to eager fans, each sold out in just seconds. And in Amazon’s ecosystem of endless abundance, these quick-strike retail moments made Coke stand out.

Coke Zero Sugar weekly sales grew across Amazon, with online ROAS exceeding all previous benchmarks. Purchase button for exclusive releases was clicked thousands of times within active windows of only one minute each day.

By building hype through exclusive items in rare bundles, we got customers in the competitive spirit. Their reactions, engagements, and shares sparked over 2.5MM video views, with over 458K positive interactions on Twitter, Facebook, and Instagram.