Coca-Cola Second Screen Reinvented

Coca-Cola in Israel created a TV spot that through its audio signals communicated with the viewers mobile phones. Watching the ad triggered a “Gett Coca-Cola” prompt to appear on the viewers phones. If viewers tapped it, five minutes later a special Coca-Cola package with a branded cooler, two Coke bottles and a bottle opener, would show up at their doors.

To ensure prompt delivery, Coca-Cola partnered with local taxi app Gett which during the time of the promotion dispatched thousands of vehicles packed with the coolers across Israel.

Coca-Cola Wish in a Bottle

Working with Gefen Team and Qdigital, Coca-Cola showed off special bottles during Coca-Cola Summer Love 2015, a camp-like event for teenagers held each year in Ganei Huga, Israel. Opening a bottle sent a Wi-Fi signal to one of three drones programmed to fly up to a height of 1,000 feet and release a firework resembling a shooting star.

Coca-Cola Peace Machines

Over the years Coca-Cola has experimented with their vending machines and tried to make them much more than just the average soda-spitter-outer.

Last year they placed two vending machines, one in India and the other in Pakistan and turned them into a communication portal. These “Small World Machines” allowed citizens from both countries to interact with each other and even complete shared tasks for which the machines rewarded them with a Coke.

The success of that has inspired Coca-Cola to once again bring fighting parties together. Now instead of bringing together nations at odds, it has tapped into the rivalry between Italian soccer teams Inter and Milan.

To ease the aggression between the fans, Coca-Cola installed their “Fair Play Machines” on opposite sides of Milan’s San Siro stadium as the teams faced off. Pressing the button of one machine dropped a Coke can down the chute of that on the side of the rival team. So this way rivals could only receive Cokes from each other. The results…

Coca-Cola Interactive Mini Bottles

Coca-Cola has recently launched 20 special edition mini bottles to get fans around the world excited about the upcoming 2014 FIFA World Cup, which will take place in Brazil from June 12th to July 13th.

The bottles come wrapped in flags of countries that have hosted the World Cup previously i.e. Argentina, Chile, Uruguay, Mexico, USA, England, Germany, Spain, France, Italy, Sweden, Switzerland, South Africa, Japan and South Korea, as well as the three upcoming host countries Brazil, Russia and Qatar – plus two special Coca-Cola editions.

Coca-Cola fans can also create and send special messages and avatars to other bottle owners through Facebook and iPhone or Android apps. In addition, special markers on the bottles activate augmented reality animations when held up to a smartphone camera.

Coca-Cola Live Tweets #LetsEatTogether

Coca-Cola in Romania seems to have broken new ground in the country with its integration between Twitter and TV, as it included live consumer tweets during its ad.

The insight for the campaign came from the fact that in Romania 60% of people don’t eat meals together, but instead eat them alone while sitting in front of their TV. So Coca-Cola decided to use tweets to create open invitations for people to actually come together and have a meal with a Coke.

As shown in the below video, the TV ad included a subtitle bar that was used to run the tweets that consumers sent using the hashtag #LetsEatTogether. Coca-Cola’s ad agency, MRM Worldwide then edited the tweets and inserted five to seven of them into each ad placement.

The campaign increased Coke’s Twitter followers in Romania by 15% as hundreds of tweets were aired on TV. The campaign even made it to the evening news as its uniqueness made Romanians wait everyday for the ad.

Coca-Cola Mini Me

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.

The Sing For Me Machine

Coca Cola Sing For Me Machine

As part of its global “Open Happiness” campaign, Coca-Cola has set up interactive vending machines in various parts of the world. In Singapore the consumers could hug for a Coke, in Korea they could dance for a Coke…

and now in Stockholm they can sing for a Coke. ๐Ÿ™‚ The vending machine has been placed at the Royal Institute of Technology with the sign “Sing For Me” in the front…

Coca-Cola Hilltop Mobile Ad

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. ๐Ÿ˜Ž

Coke Happiness Refill

For teens, happiness is being connected. Using this insight Coca-Cola in Brazil created a beachfront store on the Copacabana beach in Rio de Janeiro where a never seen before soda machine was installed.

Using an exclusive Coca-Cola mobile browser, young emerging middle-class consumers who love their mobile phones but cannot afford a generous data plan could simply goto the soda machine and receive credits for free internet on their mobile. ๐Ÿ˜Ž

This soda machine joins the growing number of “Happiness Machines” Coca-Cola has deployed around the world since 2009.

Share a Coke

Despite healthy brand tracking data, 50% of the teens and young adults in Australia hadn’t enjoyed ‘Coke’ in the previous month alone. So to increase product consumption amongst the masses Coca-Cola jump started some real conversations with people they had lost touch with.

After 125 years of putting the same name on every bottle of ‘Coke’, they decide to do the unthinkable. They printed 150 of the most popular Australian names on their bottles and then invited all the Australians to ‘Share a Coke’ with one another…

The resultโ€ฆ