{"id":8215,"date":"2013-03-14T11:10:18","date_gmt":"2013-03-14T06:10:18","guid":{"rendered":"https:\/\/www.ramble.sunmatrix.com\/?p=8215"},"modified":"2026-02-24T16:11:15","modified_gmt":"2026-02-24T15:11:15","slug":"coca-cola-chok-chok","status":"publish","type":"post","link":"https:\/\/www.sunmatrix.com\/ramble\/coca-cola-chok-chok\/","title":{"rendered":"Coca-Cola: Chok Chok"},"content":{"rendered":"<p>Mobile and creative thinking can come together to create really compelling marketing campaigns. In this example, Coca-Cola Hong Kong created a \u201cChok Chok\u201d mobile app that turned the viewer\u2019s smartphone into a remote control for their TV ad.<\/p>\n<p>To collect the Coca-Cola bottle caps that appeared on the TV screen, viewers had to swing their phones when the ad came on. Those who successfully managed to swing and collect were instantly rewarded with prizes that included cars, sports apparel, credit card spend value, travel coupons and movie tickets.<\/p>\n<p>As a result the campaign was seen by 9 million people and the app got over 380,000 downloads.<\/p>\n<p>The real question is whether your second-screen idea creates a one-step action people can do instantly when the media moment appears.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/pEDsERv-rFA?fs=1&amp;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<p><\/p>\n<p>For those wondering, the bottle cap collection was enabled through the audio signal of the ad, which triggered the application and synced the user\u2019s motion with the ad. The accelerometer in the phone was also used to assess the quality of the motion. Together they were used to catch the bottle caps virtually.<\/p>\n<p>However as far as I know, Honda in the UK was the <a href=\"https:\/\/www.sunmatrix.com\/ramble\/honda-jazz-interactive-tv-ad\/\" target=\"_blank\" rel=\"noopener noreferrer\">first to pioneer this kind of an interactive TV ad<\/a>, even though it did not receive results like Coca-Cola.<\/p>\n<p>In mass-reach consumer campaigns where TV attention and smartphone use overlap, audio-synced interactivity can turn a passive spot into a short participation window.<\/p>\n<h2>Why this works so well<\/h2>\n<p>It works because it gives the viewer control in a way TV usually does not. Here, \u201cviewer control\u201d means one deliberate physical action that directly drives what you get from the ad. Because the ad\u2019s audio triggers the app and the accelerometer judges motion quality, the \u201ccatch\u201d feels causally tied to the on-screen moment instead of feeling random.<\/p>\n<p><strong>Extractable takeaway:<\/strong> If you want participation in real time, design a one-second action that maps cleanly to an on-screen event, then make the feedback and reward immediate.<\/p>\n<ul>\n<li><strong>Viewer control is the hook.<\/strong> The ad is not just watched. It is \u201cplayed\u201d through a simple physical action.<\/li>\n<li><strong>Timing creates urgency.<\/strong> You have to act when the ad is live, which turns media time into a moment of participation.<\/li>\n<li><strong>Feedback is immediate.<\/strong> You swing, you collect, you win. The loop is easy to understand and easy to repeat.<\/li>\n<\/ul>\n<h2>Steal this second-screen loop<\/h2>\n<p>Start with a single, unmistakable behavior the viewer can do in one second. Then use a reliable synchronization trigger (here, the ad\u2019s audio) and a sensor input (here, the accelerometer) to connect the phone action to what happens on screen. This is the right level of interactivity for broadcast media: simple action, obvious timing, instant payoff.<\/p>\n<ul>\n<li><strong>One-second action.<\/strong> Choose a gesture the viewer can do immediately when the spot starts.<\/li>\n<li><strong>Reliable sync trigger.<\/strong> Use a broadcast-carried signal to trigger the experience, such as the ad\u2019s audio.<\/li>\n<li><strong>Sensor validation.<\/strong> Use the phone sensor input to assess whether the action quality is good enough to \u201ccount\u201d.<\/li>\n<li><strong>Immediate feedback.<\/strong> Keep the loop legible: swing, collect, win.<\/li>\n<\/ul>\n<hr>\n<h2>A few fast answers before you act<\/h2>\n<h3>What is Coca-Cola \u201cChok Chok\u201d?<\/h3>\n<p>It is a Coca-Cola Hong Kong mobile app that synchronizes with a TV ad and lets viewers swing their phones to collect on-screen bottle caps for prizes.<\/p>\n<h3>How did the app sync with the TV ad?<\/h3>\n<p>The app used the audio signal of the ad as the trigger, then aligned the on-screen moments with the user\u2019s motion so \u201ccollection\u201d happened at the right time.<\/p>\n<h3>What role did the accelerometer play?<\/h3>\n<p>The accelerometer assessed the quality of the swinging motion, helping determine whether the viewer \u201ccaught\u201d the bottle caps virtually.<\/p>\n<h3>What is the main takeaway for interactive TV and second-screen work?<\/h3>\n<p>Make participation effortless, tie it to a tight timing window, and reward the action immediately so the viewer feels impact in the moment.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mobile and creative thinking can come together to create really compelling marketing campaigns. In this example, Coca-Cola Hong Kong created a \u201cChok Chok\u201d mobile app that turned the viewer\u2019s smartphone into a remote control for their TV ad. To collect the Coca-Cola bottle caps that appeared on the TV screen, viewers had to swing their &hellip; <a href=\"https:\/\/www.sunmatrix.com\/ramble\/coca-cola-chok-chok\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Coca-Cola: Chok Chok<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":13173,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"Coca-Cola Hong Kong\u2019s \u201cChok Chok\u201d app turns a TV ad into a game. 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