Tag: mobile marketing

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.

Klik Chocolate: WhatsApp campaign

A teen adds “Klik Says” to a WhatsApp group chat. The group receives playful instructions in a Simon Says-style format, and the game turns the chat into a shared, social challenge.

The move. Using WhatsApp without buying media

Klik is a chocolate snack in Israel that wants to increase brand engagement amongst its teen audience. It goes to WhatsApp, the #1 teen platform in Israel. Since WhatsApp does not offer any media inventory, Klik and its agency Great Interactive build a format that works inside the product. A WhatsApp version of Simon Says.

How it works. One phone number, many groups

  • Klik publishes a dedicated phone number on its Facebook page.
  • Fans add Klik to their WhatsApp groups.
  • Once added, Klik runs the “Klick Says” game by sending tasks and prompts designed for teens to complete and share in the group.

Results. Participation and completion

Over 2000 teens participate in the Klick Says game, and 91% of them complete the provided tasks.

Why this pattern travels

This is a clean example of engagement design when the platform offers no traditional inventory. The brand does not “advertise” inside WhatsApp. It behaves like a participant with a repeatable game mechanic, shaped around the social unit that matters. The group chat.

A few fast answers before you act

What is the Klik WhatsApp campaign?
A teen engagement campaign in Israel that turns WhatsApp group chats into a Simon Says-style game called “Klick Says”.

Why does WhatsApp matter here?
It is positioned as the #1 teen platform in Israel, and it is where teen group behavior already happens.

How does Klik enter the experience?
Via a dedicated phone number shared on Facebook, which teens add to their WhatsApp groups.

What is the core mechanic?
A task-and-prompt loop, structured like Simon Says, that groups can complete together.

What are the reported results?
Over 2000 participants, with 91% completing the tasks.

McDonald’s Happy Table

A child sits down in a McDonald’s Singapore restaurant, opens the McParty Run app on an NFC-enabled smartphone, and places the phone on a marked spot on the table. The tabletop immediately becomes the playfield. A McDonaldLand-style racing track appears around the phone, and the whole table turns into a shared game surface.

The idea. Turning a restaurant table into play

McDonald’s Singapore introduces Happy Table as an interactive dining concept that converts an ordinary in-store table into a digital playground for kids. Instead of handing out a traditional toy, the experience uses mobile technology to project a short, location-based game onto the table itself.

How it works. McParty Run plus NFC

The mechanic is simple and deliberately physical:

  • Customers download the McParty Run mobile app.
  • The phone needs to be NFC-enabled.
  • The customer places the phone on a designated table inside the outlet.
  • Once the table detects the device, the tabletop becomes a virtual racing track, with animated characters and objects appearing around the surface.

Kids move around the table to control the game, racing to collect burgers and fries while avoiding familiar McDonald’s characters like the Hamburglar and Captain Crook. The table is the center of interaction, so the gameplay is naturally shared and social.

Why this is interesting in-store

Happy Table shifts the experience away from passive, individual screen time and towards a shared activity that fits the restaurant context. The game is anchored to the location and to a physical object. The table. It is a small but meaningful change in how digital play shows up in a family meal. The table becomes the “device,” and the phone becomes the trigger.

What brands can take from this pattern

A few practical takeaways that translate beyond fast food:

  • Make the physical environment do the work. When the venue becomes the interface, the digital layer feels less like an add-on.
  • Design for group behavior, not solo attention. A shared surface encourages participation and reduces the “everyone disappears into their own screen” effect.
  • Keep it short and contextual. A quick, playful moment that fits waiting time is more natural than a long-form experience that competes with eating.
  • Use familiar brand assets in motion. McDonald’s characters and food cues make the experience instantly legible to kids.

Happy Table is created by the DDB Group and runs as a pilot at select outlets across Singapore.

A few fast answers before you act

What is McDonald’s Happy Table?
An interactive dining concept in McDonald’s Singapore that turns an in-store table into a digital game surface for kids.

What do you need to use it?
The McParty Run app and an NFC-enabled smartphone, placed on a designated table inside the outlet.

What is the gameplay?
A McDonaldLand-style racing experience where kids move around the table to collect burgers and fries while avoiding characters such as the Hamburglar and Captain Crook.

What makes it different from a typical mobile game?
The table is the shared interface. The experience is designed to be physical and social, centered on a real-world location and group play.

Where is it running?
As a pilot in select McDonald’s outlets across Singapore.