Tag: Coca Cola Israel

Coca-Cola Second Screen Reinvented

You are watching a Coca-Cola TV spot in Israel. Your phone lights up. A “Gett Coca-Cola” prompt appears. You tap once. Five minutes later, a special Coca-Cola package shows up at your door: a branded cooler, two Coke bottles, and a bottle opener.

The idea in one line

Turn a TV ad into a one-tap order, and make “second screen” mean immediate delivery, not just engagement.

What is actually happening on the second screen

The TV spot carries an audio trigger that a smartphone can recognize. The moment the ad plays, phones with the Gett app installed receive a push notification. The viewer swipes or taps, and the order is placed in one click.

In practice, this behaves like Shazam for commerce. Except the payoff is not identification. It is fulfillment.

Why the Gett partnership is the real unlock

The ad is only half the experience. The other half is logistics.

To make the “five minutes later” promise credible, Coca-Cola partners with Gett, a local taxi app, and during the promotion Gett dispatches thousands of vehicles packed with branded coolers across Israel, ready to deliver on demand.

Why this feels like a reinvention of TV, not a gimmick

It collapses the funnel

There is no gap between awareness and action. The moment of attention is the moment of purchase.

It turns “sampling” into a media format

The campaign is a TV impression plus product trial, delivered instantly.

It makes the second screen earn its place

Second screen ideas often stop at polls and hashtags. Here, the phone is not a companion. It is the checkout button.

The deeper point

This is what “buyable advertising” looks like when it is engineered end to end. Media triggers action. Action triggers logistics. Logistics completes the brand promise while attention is still warm.

A few fast answers before you act

What does the TV ad do that is different?

It uses an audio trigger so phones can recognize the ad and prompt a “Gett Coca-Cola” order on the second screen.

Do viewers need anything installed for this to work?

Yes. The flow depends on the Gett app, since the notification and one-tap order happens inside Gett.

How does it deliver so fast?

Gett uses its taxi network as a delivery fleet, with cars preloaded with the cooler kits during the promotion.

Why is this more powerful than a “second screen” hashtag?

Because the second screen is not commentary. It is conversion plus fulfillment.

What is the main risk brands must manage?

User trust. Any experience that “listens” for triggers must be transparent and permissioned, or it will feel creepy, even if the mechanics work.

Coca-Cola Wish in a Bottle

At Coca-Cola Summer Love 2015, a camp-like teen event held each year in Ganei Huga, Israel, Coca-Cola creates a moment that feels like magic. A teenager opens a special bottle, and a shooting star appears in the sky.

The mechanism is built into the packaging. Working with Gefen Team and Qdigital, Coca-Cola equips special bottles so that opening one sends a Wi-Fi signal to one of three drones. The selected drone flies up to around 1,000 feet and releases a firework that resembles a shooting star.

Why this is more than a stunt

This is a clean example of connected packaging used as an experience trigger. The bottle is not a container for a message. It is the switch that activates the experience. That makes the brand action feel causal and personal, because the spectacle happens at the exact moment of interaction.

The pattern to steal

  • Put the trigger in the product. The experience starts when the customer does something real, not when they scan a poster.
  • Make the payoff visible. A shooting star in the sky is instantly understood, even without explanation.
  • Design for shared proof. Spectacle that happens above a crowd is naturally recorded, talked about, and replayed.

A few fast answers before you act

What is Coca-Cola “Wish in a Bottle”?

A Coca-Cola Israel activation where opening specially made bottles triggers drones to launch fireworks that resemble shooting stars.

Where does it take place?

During Coca-Cola Summer Love 2015, a teen event held in Ganei Huga, Israel.

How does the trigger work?

Opening a bottle sends a Wi-Fi signal to one of three drones, which then flies up and releases a shooting-star-style firework.

What is the core experience design idea?

Use connected packaging to turn a normal consumption moment into a visible, shareable experience that feels personally triggered.

Coca-Cola Mini Me: 3D-Printed Mini Figurines

After Volkswagen, Coca-Cola is the next brand to tap the 3D printing trend.

For the launch of its new mini bottles in Israel, Coca-Cola with their agency Gefem Team came up with a campaign that allowed anyone to create 3D mini figurines of themselves. To get one in real users had to work a bit.

So first users created the minis using a mobile app. Then they had to keep them happy by feeding it and taking care of its needs.

There was even a virtual supermarket within the app that you could visit to buy your groceries for your mini self.

Those who successfully participated were then invited to the 3D printing lab inside Coca-Cola’s factory in Israel, where they received the mini versions of themselves.

Why this is more than a 3D-printing stunt

The 3D print is the reward, not the whole experience. The real engine is the progression loop. Create a mini-self. Care for it. Earn the invitation. Then collect the physical proof.

  • Personal creation. You do not receive a generic giveaway. You create “you”.
  • Ongoing engagement. Feeding and caring builds repeated interactions over time.
  • Escalation to the physical world. The factory lab visit turns digital participation into a memorable moment.

The virtual care loop makes the prize feel earned

The app mechanic is intentionally effortful. You have to keep the mini happy. You have to manage its needs. Even the virtual supermarket reinforces routine and “ownership”.

That matters because it shifts the figurine from a freebie into a trophy. Something you earned by participating.

Why the factory lab invitation is a smart finale

Bringing people into a Coca-Cola factory adds legitimacy and drama. It also creates a content moment. A physical place, a “lab”, and a 3D print reveal that people can photograph and share.

  1. Access as a reward. The invitation itself feels exclusive.
  2. Proof of innovation. The brand demonstrates capability in a tangible way.
  3. Memory value. The experience becomes a story, not just a product launch.

What to take from this if you build digital-to-physical campaigns

  1. Make the reward personal. Personal outputs are more meaningful and more shareable.
  2. Use a progression loop. Repeated small actions can outperform a single big interaction.
  3. Finish with a real-world moment. Physical experiences create stronger recall than purely digital stunts.
  4. Let the brand environment play a role. A factory lab gives credibility and theatre without feeling fake.

A few fast answers before you act

What is Coca-Cola “Mini Me”?

It is a campaign in Israel where users created a virtual mini-self in a mobile app, cared for it over time, and then received a 3D-printed figurine version after qualifying.

How did users qualify to get a real figurine?

They created the mini using the app and kept it happy by feeding it and taking care of its needs, including buying items in a virtual supermarket.

Where did the 3D printing happen?

Qualified participants were invited to a 3D printing lab inside Coca-Cola’s factory in Israel, where they received their mini figurines.

Why include a virtual care mechanic?

It creates repeat engagement and makes the physical reward feel earned rather than given away.

What is the transferable lesson for campaign design?

If you combine personal creation with a progression loop and a physical payoff, you can turn a product launch into a longer-lasting experience.