In March I had written about Google’s advertising experiment where they set out to re-imagine and remake some of the most iconic ad campaigns from the 1960’s and 1970’s with today’s technology.
During these experiments the iconic Coca-Cola “Hilltop” ad campaign was re-imagined. Fulfilling the promise of the original ad, special vending machines were created that allowed users to instantly send a Coke around the globe to unsuspecting recipients.
Now the whole experience has been taken onto mobile and can be experienced through the Google AdMob network, across iOS and Android devices. Viewers can now truly ‘Buy the World a Coke’ with just a few taps on their mobile phones.
What changes when “Hilltop” moves to mobile
The original re-imagining leaned into physical surprise. A vending machine became a global gifting interface. Moving that same promise into an AdMob-delivered mobile experience changes the distribution model completely. Instead of waiting for someone to encounter a special machine, the interaction can show up wherever people already spend time on their phones.
That is the real upgrade here. Not just “mobile as a smaller screen,” but mobile as a friction-reducer for participation. A few taps can replicate the core gesture. Sending a Coke to someone else. Without requiring a specific location, a specific moment, or a special install.
Why this is more than a nostalgic remake
Remaking a classic can easily turn into pure tribute. What keeps this one relevant is that it tries to honor the original promise with a modern mechanic. “Buy the World a Coke” becomes a literal action, not just a line in a jingle.
It also underlines a useful creative rule. If you want a campaign to travel, design an action that people can complete quickly and understand instantly. Then make the “story” a byproduct of participation.
What to borrow for your next mobile campaign
If you are planning mobile work right now, this points to a few practical moves:
- Design for one clear action. In this case, sending a Coke. Everything else is supporting detail.
- Make sharing native to the mechanic. Gifting is inherently social and inherently repeatable.
- Use mobile distribution for scale. An ad network can turn a niche experience into a widely reachable one, without relying on a single physical activation.
A few fast answers before you act
What is the Coca-Cola Hilltop Mobile Ad?
It is a mobile version of the re-imagined “Hilltop” campaign experience, delivered through Google’s AdMob network across iOS and Android devices.
How does this relate to Google’s advertising experiment?
It extends the re-imagining of iconic 1960’s and 1970’s campaigns, taking the Coca-Cola “Hilltop” concept from the experiment into a mobile execution.
What was the original re-imagined mechanic?
Special vending machines were created that allowed users to instantly send a Coke around the globe to unsuspecting recipients.
What is the key user promise in the mobile version?
That viewers can “Buy the World a Coke” with just a few taps on their mobile phones.
Why is the mobile move important?
It shifts the experience from a location-based activation to scalable distribution. Participation becomes possible anywhere, not only where a special vending machine exists.