Coca-Cola –A renowned FMCG brand is known for its beverages and successful campaigns across the globe such as SHARE A COKE & HAPPINESS MACHINE. In 2015 Coca-Cola designed an intriguing “drinkable” marketing campaign. They collaborated with Shazam app which helped people enjoy coke zero through technology and also with NCAA® Men’s Final Four® In Indianapolis.
Coca-Cola created a drinkable billboard which served ice-cold Coke Zero through 4,500 feet of straw tubing that spells out “Taste It” and also pours it as a sample to fans in Indianapolis.
A commercial was aired during the national broadcast of the semifinal game and national championship game.
Through Shazam, Coke Zero that was poured on the TV poured into their phone.
People then watched the experience migrate seamlessly from their TV to their mobile device as the Coke Zero continued to pour within the Shazam app until the glass was full, ultimately revealing a coupon code on mobile.
Coca-Cola also did a drinkable experience in a mall in downtown Indianapolis through a drinkable poster.
By shazaming the ad, a phone becomes a straw that people can then use to drink the liquid on screen. As the bottle is empty, the user will receive a code to redeem a free Coke Zero.
Coke Zero advertisement was even aired on Radio. The sound of pouring coke would be recorded on the Shazam App and the user gets a code to redeem Coke Zero.
Even by tweeting @CokeZero gulp..gulp..gulp on twitter people would get a code to redeem a Coke Zero bottle.
Through print media, Coca-Cola printed an ad in the magazine that became cups. Also, they circulated flyers with straw along with the coupon code in it. The Coupon code could be redeemed at any retail partnered store.
This drinkable advertisement by Coca-Cola has taken advertising to another level. The main aim of the campaign was to get people to taste Coke Zero in a unique way which connected well with people.