If you’re thirsty drink an ad!
Coca- Cola is full of surprises and continues to impress me with their innovative ideas. Working with Ogilvy&Mather New York they’ve created an entire campaign for Coca-Cola’s low-calorie drink Coke Zero that you can literally drink! Seems incredible, doesn’t it? Using creative thinking with new technologies make the unbelievable possible!
One of the most interesting and creative aspects of this campaign is a giant billboard that serves Coke Zero through a massive straw to thousands of passersby to encourage them to ‘Taste It.’
What is more, by partnering with Shazam they developed a new way of using audio recognition. The brand with its agency managed to pour the soft drink through a drinkable commercial all around the US.
By ‘Shazaming’ the ad viewers see Coke Zero being poured directly in the screen of their mobile devices from a bottle on TV screen. It was possible whenever they were at home, at a concert or among 80,000 people at NCAA Final Four games. When the glass was full they could get a free drink at redeemable retail stores.
Other ‘drinkable’ elements include radio ads that ‘poured Coke Zero using just sound’, print ads ‘that become cups’, flyers ‘that become straws’ and even posters ‘that turn people’s phones into digital straws’ and tweet ‘that poured Coke Zero in 140 characters’, all of which generate coupons for a free Coke Zero. It’s simply amazing!
‘So next time you’re thirsty drink an ad’, claims Coca-Cola in the campaign. 😉
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