'Drinkable advertising' campaign shells out free soda from an on-air commercial, billboard and more
Whenever a commercial comes on TV of a warm pizza or a sweet treat near to dinner time, how quickly does it trigger your desire to order in? Considered one of the great successes of advertising is a brand’s ability to translate broadcast activations into purchases. With marketing moving farther and farther away from the ‘traditional’ in any sense of the word, age-old brands look to new forms of delivery to engage the modern consumer. So, instead of looking at a warm pizza or sweet treat through the screen, what if you could eat it at the cost of . . .nothing?
Coke Zero has launched a new initiative that has been touted as “drinkable advertising,” creating a fun way to shell out free products to unsuspecting consumers. In a series of drinkable campaign activations and events, Coke Zero has partnered with advertising agency Ogilvy & Matherand music discovery app Shazam.
The unveiling of the campaign coincides with Coca-Cola’s sponsorship of March Madness of the NCAA Men’s Final Four with a 26 x 36 foot drinkable billboard. The first-of-its-kind structure features a massive contour bottle and a swirling straw, spelling out the words “Taste It.” Weighing in at 23,000 pounds, the billboard magically appears to pour out ice-cold soda into six drinking fountains for anyone at the sampling station.
For Coke fans outside of Indianapolis, Coke Zero has also created a drinkable commercial so people watching TV can enjoy the beverage at their leisure. As it works, an on-air commercial synced up with Shazam, the service that lets users discover music and TV streaming around them, will offer mobile coupons for a free 20-ounce bottle of soda.
During the live broadcast, viewers watch a Coke Zero poured from the iconic glass bottle and are prompted to log in into the app. Within Shazam, the Coke Zero will continue to fill up until it reveals a free bottle to the user at any participating retailer.
The marketing campaign is rethinking traditional advertising in a way that offers consumers a refreshing opportunity to experience a physical product they might not otherwise engage. Following in the vein of the second screen user experience, the brand has created new touch points for consumers through direct out-of-home advertising.
Coke Zero will host other events that include a drinkable flyer and drinkable interactive mall kiosks where participants will also receive free soda.
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