Gefen Team | SunMatrix Ramble

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.

From TV spot to one-tap delivery

Turn a TV ad into a one-tap order, and make “second screen” mean immediate delivery, not just engagement. Here, “second screen” means the phone acting as the immediate action surface while the TV spot supplies the trigger.

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.

In FMCG and retail campaigns, the strategic value is not the novelty of a second screen, but the ability to compress media, commerce, and fulfillment into one immediate behavior.

The real question is whether the brand can remove enough friction that attention turns into action before intent cools.

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

This is not a gimmick. It is a tighter piece of commercial design because the creative, transaction, and fulfillment layers are built to work as one system.

Extractable takeaway: When a campaign links attention, transaction, and delivery inside one continuous action, the medium stops acting like awareness-only media and starts behaving like a service.

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. By “buyable advertising,” this means media that lets a viewer move from exposure to transaction without leaving the moment.

The business intent is simple: remove the lag between media spend and product trial by turning broadcast attention into immediate, measurable fulfillment.

Media triggers action. Action triggers logistics. Logistics completes the brand promise while attention is still warm.

What to steal from this buyable-media model

Collapse the funnel deliberately: If you can connect attention to action in one gesture, the “ad” becomes the first step of the purchase flow.
Make the trigger earn its existence: Second screen only matters when it changes the outcome, not when it adds commentary.
Engineer fulfillment as part of the creative: The logistics promise is the product. Treat it like core campaign craft, not an ops afterthought.
Turn sampling into a format: Delivering the kit is the media unit. That is why this reads as more than a shoppable banner.
Protect trust explicitly: Any “listening” mechanic needs clear permissioning and transparency, or the whole experience flips from magic to creepy.

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.

In live brand experiences for consumer brands, connected packaging works best when the trigger and the payoff happen in the same moment and the same place.

Why this is more than a stunt

This is a clean example of connected packaging used as an experience trigger. Here, “connected packaging” means the pack can detect a real action and trigger a response beyond the product itself. 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. Connected packaging is worth doing when the payoff is instantly visible. The real question is whether the product can trigger a moment people would still want to share without needing an explanation.

Extractable takeaway: If you want a tech-enabled brand moment to feel personal, put the trigger in a familiar gesture and make the consequence show up immediately in the environment.

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.

Why does it feel personal instead of promotional?

The spectacle happens exactly when someone opens the bottle, so the crowd reads it as a consequence of a real action, not a timed show.

When is connected packaging the wrong approach?

If the trigger is unreliable or the payoff is delayed, invisible, or hard to explain, the tech becomes a distraction instead of a meaningfully triggered moment.

Coca-Cola: Personal Road

Coca-Cola has an ongoing global campaign that allows consumers to personalise bottles and cans…

The real question is how you extend a personalization promise beyond the package without turning it into a gimmick.

Building on the success of this campaign Coca-Cola Israel decided to take the idea further with personalised billboards.

A mobile app was developed where consumers could enter their name. Then using geo-fence technology, the Coca-Cola billboard displayed the name when it was approached. Geofencing here means the app detects when you enter a defined area around the billboard. The same trigger also sends a phone message, which is what makes the public moment feel personal and easy to share.

In global consumer brands running mass-personalization campaigns, this kind of simple, location-triggered reveal is a clean way to turn a name into a real-world moment.

Since its launch the app has reached 100,000 downloads and is currently ranked #1 in Israel’s app store.

Why this extension makes sense

It keeps the original “Share a Coke” promise intact, then amplifies it with one visible surprise that is immediately confirmed on the device you are already holding.

Extractable takeaway: If you want personalization to stick, pair one unmistakably personal output people can see with one immediate confirmation they can keep.

It keeps the personalization promise. The name is not only on the package. It shows up in the world around you.
Location makes it feel “for me”. The moment you approach the billboard, the experience becomes uniquely yours.
Mobile closes the loop. The phone notification confirms the moment and turns it into something you can share.

The reusable pattern

Start with a personalization mechanic people already understand. Then add a single “surprise and confirm” moment in the real world, powered by location and a simple mobile action.

Keep the input tiny. Ask for one thing, like a name, and make it obvious what happens next.
Make the output public and specific. Put the person’s name somewhere they cannot miss in the real world.
Confirm on mobile. Send a message at the same moment so the experience is memorable and shareable.

A few fast answers before you act

What is Coca-Cola “Personal Road”?

It is a Coca-Cola Israel extension of the personalised-name campaign that uses a mobile app and geofencing so a billboard displays your name as you approach, and your phone notifies you.

How does the billboard know when to show a name?

The app uses geo-fence technology to detect proximity, then triggers the personalised billboard moment when the user approaches.

Why pair the billboard moment with a smartphone message?

The message confirms what just happened and makes it easy for the consumer to capture and share the experience.

What is the key takeaway for location-based campaigns?

Make the rule simple and the payoff instant: one input from the consumer, one visible personalised output, and one mobile confirmation that seals the memory.