Coca-Cola Creates 360 Degree Video Capturing Napkin Holder

Coca-Cola wanted to capture the happiness between friends so they decided to innovate a common restaurant item, the napkin holder. They partnered with Territorio Creativo in Spain to place a 360 video camera inside a napkin holder in which people can connect to the camera through their smartphone.

Once connected, the Coca-Cola Happiness 360 camera will start capturing 360 degree video of you and your friends. They can then choose to share this content on social.

Credits

Advertising Agency: Territorio Creativo, Spain
Creative Director: Alejandro Di Trolio
Art Directors: Alejandro Villegas, María Sutil, Alex Bardera
Copywriters: Zape Baltasar, Juan Fran Vaquero, Ina Olvera, Elisa Lucía
Illustrator: Pablo Malillos
Photographer: Alex Bolumar

Coca-Cola Gets Festive with Share a Coke Campaign This Holiday Season

If you’ve bought a Coke recently, you’ve probably noticed the Share a Coke campaign where on the sides of Coca-Cola bottles is a name of a person to share the Coke with. This year Coca-Cola isn’t releasing a new Christmas commercial for the U.S. market but instead opting to use the“Make Someone Happy” campaign from last year. They will also roll out holiday-themed bottle names as an extension to their popular “Share a Coke” campaign.

The new holiday bottles will encourage people to share a Coke with “Santa,” “Someone Nice,” “Someone Naughty,” “Under the Mistletoe,” “Elves,” “Secret Santa”, “Mrs. Claus”, “Dasher & Dancer,” “Prancer & Vixen”, and “Comet & Cupid.”

Happy Holidays!

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The Art of Engagement: The Coca-Cola Difference

Ultimately, a good viral guerrilla marketing campaign promotes a brand or product in an unconventional way that engages customers outside of ineffective, outdated traditional media which has saturated the market and which the general populous has learned to tune out. It needs to make the brand attractive to old and new customers alike, and needs to set itself apart from the competition as distinctively different.

One company that particularly excels at this is Coca-Cola. I’m sure most people can remember the last time a Coke advertisement put a smile on their face or got them a little choked up. But can you remember the last time that Pepsi did that? The main difference is that Coke connects, it makes an emotional impact, and it engages its market-base.

Knowing that your website is completely optimized for search engine visibility is one thing, however, engagement is another. Engagement not only promotes brand awareness, but also builds brand loyalty. These days, in order for an advertisement to capture our attention, we need to be shocked, surprised, and impressed.

Of course Red Bull’s Stratosphere Jump is one of the best examples of viral marketing, attracting a record-breaking 7.1+ million viewers watching the jump live. That is the best record of engagement that any brand and marketing stunt has ever had to date. However, although it is certainly guerrilla marketing, it is a one-time only approach that is in general expensive and not feasible. Viewers were engaged to watch the jump, but are they still engaged with the brand several years later?

Coca-Cola on the other hand, with their “open happiness” campaigns, have found a guerrilla marketing technique that continues to work over and over again, with repeatedly increasing engagement. It may not be a record breaking 7.1 million, but still achieving over a million views on each video is nothing to look down on. Normally, guerrilla marketing campaigns are “High Impact, Low Investment.”

Of course something like Coca-Cola’s “Happiness Machine” and “Happiness Truck” campaigns do include a financial investment because of the free giveaways (which a huge company like Coca-Cola can obviously afford), the outcome far exceeds the invested cost. Not only do people walk away branded in Coke gear, but they have an unforgettable experience with the brand that hits home on an emotional and personal level. This is something that not only these consumers will remember, but also all of the viewers who have watched the campaign the world over.

The Coca-Cola “Open Happiness” campaign is so effective precisely because it is unexpected and it gets people excited about engaging with the brand. Additionally, it helps them form a personal and emotional history with the brand that develops loyalty. Unlike Red Bull, which was most certainly engaging, what Coca-Cola does is it reaches people on a personal level and keeps them engaged for years to come.

Coca Cola and JetBlue Inspire Humanity

Coca Cola and JetBlue are all about delivering happiness through their campaigns and that’s what they did once more, this time by “inspiring a little humanity” to New Yorkers.

It was just another day in Pennsylvania station, with busy passengers rushing to their destination. Some of them stopped at a vending machine to grab a Coke first, when they surprisingly received two Cokes, instead of one. The secret cameras that were placed on the station captured their reaction, looking around and wondering what to do with the second bottle of Coke. That’s when they noticed that the vending machine encouraged them to ‘share a Coke with anyone’, which most of them did.

Coca Cola and JetBlue Inspire Humanity

Coca Cola along with JetBlue were happy to see that busy New Yorkers handed their spare Cokes to strangers passing by, which actually inspired the two brands to their own act of kindness. Every person that gave a Coke to a stranger was approached by a crew member of JetBlue, receiving 2 roundtrip flights to any JetBlue destination. According to the promotional ticket, ‘Good things come to those who share’ and that’s what the whole campaign was about.

Coca Cola and JetBlue Inspire Humanity

Coca Cola, JetBlue and Rokkan agency wanted to inspire humanity, which even turned into a hashtag #InspireHumanity that led to many tweets, and they teamed up successfully, bringing a smile on people’s faces and sharing a positive moment with them. This served as a reminder that we all need to inspire a little humanity from time to time, being generous to strangers, as we always get back from such acts one way or another.

Coca Cola and JetBlue Inspire Humanity
This clever marketing stunt was another inspiring case by both brands that usually love embracing their positivity, linking their brands with happy and inspiring moments, which end being memorable to their customers. In a world that bad news are prevalent, good stories and acts of kindness are always worth telling and that’s what inspired this campaign, turning into a success.

Coca Cola and JetBlue Inspire Humanity

Approximately 150 transactions occurred during the day at the station, which leads to 300 bottles of Coke, with more than 70 percent of people sharing their extra Coke with strangers. Coca Cola and JetBlue were excited to hear this number, as it was definitely encouraging for the success of the campaign.

And as if this was not enough, JetBlue Airways posted the video of the day on their Facebook Page, with the engagement being high, leading to 11.6k likes, 3k shares and 1.9million views in just 6 days! The comments were also inspiring, with users sharing their experiences with JetBlue and being excited about the idea of the campaign, restoring their faith both in humanity and the brand itself!Coca Cola and JetBlue Inspire Humanity

This campaign could serve as a great source of inspiration for brands that seek for new ideas, as it stresses the importance of creating a great (and appealing) story close to a brand, without necessarily focusing in just promoting the product. After all, most successful campaigns nowadays are not about the actual product, but more about the audience they are targeting and what they expect from you!

Credits

Client: JetBlue Airways
Client: Coca-Cola North America
Agency: Rokkan
PR Agency: Mullen Lowe
Production Company: North of New York
Director: Tucker Bliss

Coca-cola Creates First Ever “Drinkable” Advertising Campaign

Coca Cola is taking advertising to the next level, promoting Coke Zero in a sense that you wouldn’t expect! It’s not the sight, nor the sound, but the taste that is promoted on its latest campaign, creating a “drinkable billboard”!

Coca Cola along with Ogilvy & Mather created an entire campaign that you can literally drink, whether it’s on billboard, on tv, printed, or even on radio!

Coca Cola creates the first "drinkable" commercial!

In order to make more people to try Coke Zero, they built a billboard that serves the drink to thousands of fans. Their goal was to pour Coke Zero to a wide audience all over the country, creating the first “drinkable commercial”.

How do you create a “drinkable commercial”?

A drinkable advertising creates the illusion that you actually taste the campaign and that’s why they collaborated with Shazam, helping the audience enjoy a Coke Zero with the help of technology. By “Shazaming” the ad, viewers see Coke Zero pouring in the screen of their smartphones, filling a glass, which ends up into an actual free Coke Zero that can be redeemed on big retail stores across the US.

SEE ALSO: Coca-Cola Wish Booth #WishUponACoke

This concept worked whether they were at home, at a concert, or even among 80 thousand people! And in the case that there was only sound, like a radio spot, they were still able to use Shazam, listening to the sound of the Coke Zero pouring into the glass, earning their free drink. Even a tweet that poured Coke Zero was enough to bring a Coke on people’s hands, and that’s how the whole campaign turned into a creative idea to promote an already popular product, in a very effective and modern way.

Coca Cola creates the first "drinkable" commercial!

Coca Cola and Ogilvy & Mather were determined to bring the product to a really wide audience and this can be proved by the fact that the campaign was split on all the traditional and online media, targeting people of all ages, reaching everyone that either loves Coca Cola, or simple is intrigued by such a creative campaign and the way it was presented to them. Whether they used Shazam to claim their drink, or came across the “drinkable” billboard, the effectiveness of the campaign was successful, winning the audience and proving once again the power of experiential marketing!

Coca Cola creates the first "drinkable" commercial!

As Coca Cola says, “next time you’re thirsty drink an ad!”

CREDITS

Advertising Agency: Ogilvy & Mather, USA
Chief Creative Officer / East Coast: Chris Garbutt
Chief Creative Officer: Corinna Falusi
Creative Directors: Milton Correa, Jones Krahl
Creatives: Andreas Hoff, Abe Baginsky, João Paz
President, Ogilvy & Mather New York: Adam Tucker
Worldwide Head of Planning: Colin Mitchell
Group Planning Director: Kristian Baek
Senior Planner: Ned Sonnenschein
Executive Director of Digital Production: Angela Fung
Executive Producer: Ami Moore
Executive Director of Technology: Jason Wurtzel
Application Developer: Joseph Laquinte
Technical Manager: Jordan Saletan
DevOps: Greg Jones
QA Lead: Raul Morales
Executive Producer: Patti McConnell
Producer: Jenna Gartland
Associate Producer: Kelly Allen
Design and Technical Development: Bossa