A teenager enters Coca Cola Village in Israel wearing a wristband that carries their Facebook credentials. Each time they swipe at an attraction, their Facebook status updates instantly with what they are doing. The village behaves like a live social feed, powered by real-world actions.
The activation. Turning an event into a live Facebook layer
Publicis (E-dologic) and Promarket develop an experiential event for Coca Cola Israel that syncs everyone who participates with their friends on Facebook in real time.
How entry works. Caps plus friends
The Coca Cola Village 2010 event runs through Facebook. Teenagers collect 10 Coca Cola caps, plus eight friends who do the same. After registering online through Facebook, they receive exclusive entry.
How the wristband works. Swipe to post, shoot to tag
At the Coca Cola Village, participants set up a special wristband designed to securely hold their Facebook login and password. Every swipe triggers an immediate status update about what they are doing at the event, keeping friends up to date as it happens. The wristband also enables automatic tagging of photos taken at the village.
The scale effect. When participation becomes publishing
The event holds 650 teenagers a day. With seamless Facebook integration, they generate 35,000+ posts per day across three days, totaling 100,000+ posts for the event.
Why this works. Social actions move from screen to space
This is what “integration” looks like when it is not a logo on a wall. The social network becomes a behavior layer inside the event. The wristband reduces friction, the swipe makes publishing physical, and the photo tagging closes the loop by spreading proof of participation back into the feed.
A few fast answers before you act
What is Facebook integration at the Coca Cola Village?
An experiential event in Israel where an RFID-style wristband connects on-site actions to real time Facebook posting and photo tagging.
How do people get access?
By collecting 10 Coca Cola caps and eight friends who do the same, then registering through Facebook for entry.
What does the wristband do?
It securely holds Facebook login details and posts instant status updates whenever participants swipe at attractions. It also enables automatic photo tagging.
What is the reported scale of social output?
650 teenagers per day, generating 35,000+ posts per day across three days for 100,000+ total posts.
What is the transferable pattern for brands?
Make social sharing an outcome of physical participation, not a separate step. Reduce friction and tie posting to clear, repeatable actions.
