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Coca-Cola Beverages Uganda has rolled out a nationwide digital talent search dubbed the “Essawa Yonna Kisoboka” Content Challenge.
The interactive campaign made its latest major stop at the YMCA Comprehensive Institute Buwambo Campus, transforming the university grounds into a hub of music, football banter, and digital storytelling. The main musician at the event was AZAWI who mixed and mingled with the students all day and she sang for them their favorite songs live at the campus.
Designed to encourage university students and young creators to transition from passive social media consumers into active digital producers, the initiative offers cash rewards, brand exposure, and a monthly grand prize of UGX 1,000,000 for the top-performing content creator.
Following the Buwambo activation, the campaign is scheduled to storm Makerere University, bringing the digital challenge directly to thousands of students across Kampala’s largest tertiary institution.
What is the Coca-Cola Essawa Yonna Kisoboka content challenge and how does it work?
The phrase “Essawa Yonna Kisoboka”—translatesfrom Luganda as “At any moment, it is possible”. The initiative leverages the natural intersection of African youth culture, English Premier League (EPL) football passion, lifestyle vlogging, and short-form digital video creation.
Rather than relying on traditional broadcast advertisements, Coca-Cola is placing creative direction entirely in the hands of young Ugandans. Participants are invited to record and publish short-form video content—such as Instagram Reels or TikTok-style clips—capturing everyday passion points.
Key creative themes highlighted during the campus activations include:
- English Premier League & Matchday Celebrations: Capturing goal reactions, local viewing center banter, street football rivalries, and fan predictions.
- Music, Dance & Street Culture: Featuring trending Ugandan dance routines, acoustic covers, and urban lifestyle aesthetics.
- Comedy & Everyday Relatability: Short skits depicting university campus life, friendship dynamics, and dining experiences.
- Fashion & Culinary Moments: Showcasing local food pairings, streetwear fashion, and casual hangouts with friends.
How can young Ugandans enter the Coca-Cola content challenge and win UGX 1 million monthly?
To ensure broad participation across urban centers and rural campuses alike, the entry mechanism relies on accessible mobile web technology rather than complex application forms.
| Step | Action Required | Details & Guidelines |
| 1. Purchase & Scan | Buy an eligible Coca-Cola beverage | Locate and scan the printed QR code on the bottle label using a smartphone camera. |
| 2. Digital Registration | Complete profile on Coca-Cola OneXP | Follow the redirected link to the official Coca-Cola OneXP web portal to create a user account. |
| 3. Content Creation | Produce original short-form video | Film authentic video content around football, comedy, fashion, dance, or everyday life moments. |
| 4. Social Publication | Post on Instagram | Upload the video publicly using mandatory campaign hashtags: #CokeEPLUG, #EssaawaYonna, and #CreateWithCoke, while tagging @cocacolabeveragesuganda. |
| 5. View Accumulation | Drive organic audience engagement | Share content to build cumulative view counts and engagement metrics on the official leaderboard. |
Reward Structure and Financial Incentives
The campaign incorporates a multi-tiered reward system designed to sustain creator consistency throughout the competition timeline:
- Weekly Cash Rewards & Merchandise: Selected participants with high engagement or exceptional creative flair receive weekly cash transfers and official Coca-Cola branded merchandise kits.
- Monthly UGX 1,000,000 Grand Prize: The leading content creator on the monthly leaderboard—calculated based on cumulative eligible views, creative originality, and adherence to campaign guidelines—wins a cash prize of UGX 1 million each month.
Why is Coca-Cola targeting university students at YMCA Buwambo and Makerere University?
The strategic decision to anchor the Essawa Yonna Kisoboka campaign within tertiary institutions reflects a broader shift in corporate marketing across East Africa. University campuses represent the core demographic of digital natives who drive online trends, viral challenges, and social media commentary in Uganda.
During the activation at YMCA Buwambo Campus, students were exposed to physical engagement booths where digital strategists provided practical guidance on video framing, lighting, thumbnail optimization, and algorithm performance.
By moving the campaign next to Makerere University, the brand aims to tap into a dense population of aspiring filmmakers, lifestyle influencers, sports analysts, and student entrepreneurs. The campus activations serve a dual purpose: providing entertainment through live DJ sets and interactive games while establishing a structured pathway for students to monetize their creative hobbies.
How does short-form video creation empower the creator economy for Ugandan youth?
In Uganda, where youth unemployment remains a critical socio-economic topic, the expansion of the digital creator economy presents a viable alternative for income generation and skill acquisition.
Short-form video production equips young individuals with transferable commercial skills, including video editing, digital scriptwriting, personal branding, audience analytics, and influencer marketing logic.
By rewarding creators for documenting authentic Ugandan experiences—rather than forcing rigid corporate scripts—the Essawa Yonna Kisoboka challenge enables young Ugandans to build personal online portfolios that can attract future commercial partnerships, brand sponsorships, and media opportunities.
What are the most searched questions about the Coca-Cola Essawa Yonna Kisoboka competition?
What hashtags are required to enter the Coca-Cola content challenge?
Participants must upload their original video content to Instagram using three official campaign hashtags: #CokeEPLUG, #EssaawaYonna, and #CreateWithCoke, while tagging the official handle @cocacolabeveragesuganda.
How much can a creator win in the Coca-Cola Essawa Yonna Kisoboka challenge?
The top content creator on the monthly leaderboard stands a chance to win UGX 1,000,000 in cash each month, alongside weekly cash prizes and official Coca-Cola merchandise packages for top-performing submissions.
Which universities are included in the Coca-Cola campus tour?
The campaign recently completed its activation at YMCA Buwambo Campus and is heading next to Makerere University, with additional university and tertiary institution stops scheduled across Kampala and major regional urban centers.
Do I need professional camera equipment to participate in the competition?
No. The competition emphasizes creative storytelling, authenticity, and audience engagement over expensive studio equipment. Videos recorded using standard smartphone cameras are fully eligible for entry and leaderboard ranking.
As the Essawa Yonna Kisoboka campaign continues its nationwide university tour from YMCA Buwambo to Makerere University, Coca-Cola is redefining how commercial brands interact with African youth. By providing a structured platform that turns everyday moments, football celebrations, and campus culture into tangible financial rewards, the initiative offers aspiring Ugandan storytellers a real opportunity to transform their creative passion into commercial success.
