Tag: second screen

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.

Durex UK: Dual Screen Ads

When the “real” ad plays on your second screen

People watch TV with a phone in hand. Durex UK used that habit to turn a standard broadcast spot into an interactive experience.

Last year, Durex UK created a new way for viewers to interact with its TV ad. Viewers who used the Durex Explore mobile app while watching the ad on their TV or computer got a steamy alternative on their second screen.

How the dual-screen mechanic worked

The mechanism was straightforward. The broadcast spot acted as the trigger, and the Durex Explore app delivered an alternative experience on the viewer’s phone or tablet.

That split matters. The TV carried the mainstream version. The second screen carried the more private, more personal layer, where the viewer could engage without turning the living room into a shared moment.

In UK brand communications, second-screen behavior is already the norm.

Why it lands in real viewing contexts

This works because it respects how people actually consume media.

Phones are personal. TV is social. By moving the steamy content to the second screen, Durex created a “permissioned” experience. The viewer chooses it, in their own space, on their own device.

It also rewards attention. Instead of asking viewers to tolerate an ad, it gives them a reason to participate.

The business intent behind extending TV and radio through an app

The intent is to convert passive reach into active engagement, while keeping the broadcast execution broadly acceptable.

Then, on Valentine’s Day this year, Durex UK repeated the same idea via radio. They released a steamy radio spot that also used the Durex Explore app to provide listeners with a similar steamy video experience on their smartphone or tablet.

That is the strategic move. One app. Multiple channels. A consistent interaction model that travels across TV, computer viewing, radio, and mobile.

What to steal from this second-screen pattern

  • Use the second screen for the private layer. Put the content that needs discretion on the personal device.
  • Make participation optional and clear. The viewer should feel in control of switching modes.
  • Design one mechanic that scales across channels. If the app is the interface, TV and radio can both become entry points.
  • Reward attention with a different experience. The second-screen payoff must feel meaningfully distinct from the broadcast spot.

A few fast answers before you act

What did Durex UK do with the Explore app?

They used it to deliver an alternative, steamy second-screen experience for viewers watching a TV ad, and later for listeners hearing a radio spot.

What is the core mechanism?

A broadcast ad acts as the trigger. The mobile app provides the alternative content on a phone or tablet.

Why is second screen a good fit for this category?

Because it keeps intimate content on a personal device, while the broadcast remains suitable for shared environments.

What business goal does this support?

Turning broadcast reach into measurable engagement and creating a repeatable interaction layer that works across channels.

What is the main takeaway for marketers?

If your message has a “public” and “private” version, broadcast the public layer and let the second screen deliver the private layer by choice.

Nike Football “My time is now”

In Puerta del Sol, Madrid’s epicenter, a huge Nike “static” banner behaves like a live scoreboard. As Euro 2012 conversations spike, the face on the banner changes. Each day, the Spanish player who dominates social chatter becomes the protagonist on the canvas. Two fan messages appear alongside him, selected from submissions flowing in through Nike’s Facebook experience.

The idea in one line

Turn real-time social conversation into real-world status. Then make “My Time Is Now” visible, in public, every day.

What Nike and DoubleYou build during Euro 2012

Nike works with DoubleYou on a real-time social media monitoring campaign focused on Spanish national-team players. The system tracks mentions and engagement across Facebook and Twitter, then turns that data into a live ranking.

Fans see the leaderboard through a custom Facebook app integrated into Nike Football Spain. The ranking updates continuously, creating a daily “who owns the moment” race that mirrors what is happening on the pitch.

How it works

Step 1. Capture the conversation in real time

The activation monitors references to players across Twitter and Facebook.

Step 2. Translate the conversation into a live ranking

Inside the Facebook experience, the campaign visualizes comments and produces an automatically updated ranking of who is generating the most conversation, refreshed minute by minute.

Step 3. Publish the result into the physical world

Each day, the player who “capitalizes” the most social conversations becomes the ambassador of Nike’s message “My Time Is Now” on the large-format placement in Puerta del Sol. A static billboard turns into an interactive billboard because it is connected to the live social pulse.

Step 4. Let fans write onto the execution

From the app, fans also submit messages linked to the player of the day. Nike selects two of those messages and publishes them next to the player on the banner.

Why this is more than “social listening”

This is not monitoring for reporting. It is monitoring as a publishing engine.

  • The social layer has consequence. The ranking determines who gets heroed publicly.
  • The physical layer gives the digital behavior weight. People do not just see a number in an app. They see a player crowned in the center of Madrid.
  • The loop is fast enough to feel like sport. The leaderboard updates continuously, so fans experience momentum, not a static end-of-day recap.

The line that makes the whole thing sticky

At the end, the leading player is set to bear Nike’s message of “My Time Is Now”.

And the player is…

A few fast answers before you act

What is the campaign in one sentence?

A real-time social monitoring system ranks Spanish players by conversation volume and makes the top player the daily face of a live billboard in Puerta del Sol.

Where do fans see the ranking?

In a custom Facebook app integrated into Nike Football Spain.

What makes this different from a normal “second screen” mechanic?

The data output is not just a dashboard. It changes a public, real-world media placement and publishes user messages alongside the hero player.

What is the repeatable pattern for brands?

If you can connect live signals to live publishing, you turn attention into status. That is how “real-time” becomes culturally meaningful.