To bring the "I See Coke" experience to life, we cataloged thousands of hours of content. Using machine learning, we identified hundreds of Coca-Cola placements and created customized replies for every single appearance. We then launched nationwide and automatically added the skill to Alexa Devices in Arabic and English. Without any download or activation required. Social content and Iconic "Movie Hints" were created to drive more engagement and get followers to guess the movie based on the illustrations of specific scenes.