Video is the key. By watching someone do something – be it dance, cook, or whiteboard – people can learn, grow, and ultimately innovate around said subject/trend/idea. With the sharing of online video today, the reach is profound and the impact can be even more so.
So, it got me thinking about doing some things here, and maybe even as an industry. First, I’m going to post more video here. Purposeful, exploratory video that is intended for nothing else other than to get ideas out there. Maybe it will spark something in someone watching and they’ll be able to build on it (and make it stronger) and/or apply it for themselves.
Second, I’d love to open up this forum for any questions/ideas/trends that you might want me to explore. I will explore them in the form of video and hopefully get some other people in the industry addressing them in the same format, too.
Online video, and the content within, can make possible rapid innovation via the “crowd,” now more than ever. And who knows how it will progress. So, for now, let’s see if we can get together and do some innovating ourselves. What do you say?
I’m open to any and all suggestions. And please, if you have anything you’d like me to try to put my brain around, just leave me a comment here and we’ll get this thing started!
Tag Heuer dipping their toes in the QR code water. My first reaction was a little bit surprised. This was the first time I’d seen a luxury brand utilize this type of technology. So, of course, I snapped the code and was taken to their mobile site:
There, I found a solid mobile-enabled/optimized experience, complete with image galleries, specs, videos, social & e-commerce hooks, as well as an option to stay updated via email.
No holes.
The interesting thing here was my expectation, both in the offline and the online worlds. In the offline world (the magazine ad), I didn’t expect a brand like Tag Heuer to use this type of technology. They have a loyal customer base, the brand speaks for itself, and since it isn’t exactly an impulse-shopping brand (for the majority of consumers), it doesn’t seem like they need to worry about connecting with people through this on-the-go, convenient technology.
But, you see, once I engaged, in the online world (where I was directed once I scanned the code), I expected the brand to deliver a top-notch experience, one reflective of their brand. And they did.
Here’s my takeaway – with new technologies emerging in and out of the home every day, consumer expectation is changing just as rapidly. It’s no longer a matter of whether or not brands use technologies like this to connect, it’s a matter of how they use technologies like this to connect.
Tag has a solid handle on their brand and as a result, any channel they use to extend their experience is going to be a benefit because they’re meeting expectations on the how.
I really didn’t know what to make of this when I saw it. I was in a rush and I caught a glimpse of something familiar on my way out the convenience store door (and it wasn’t the girl!) That tag.
I mean, I can see the value of using code and/or image recognition on your packaging to drive a deeper experience, but I find it interesting that Coors Light chose to do the same exact thing their biggest competitor – Bud Light – chose to do only a few months ago.
I stood for a split second in disbelief – the others in the store thought I was just staring at the display – then, I took a photo and went on my very way. I thought it was such a blatant rip-off that I didn’t want to snap the tag on the box or have anything to do with Coors Light, but the next time I found myself in a grocery store, I had to stop by the beer and see what it was all about.
I got a text message back, directing me to a site, and an option to receive more texts. So, now I’m in their communication stream. We’ll see what happens.
I thought I’d spend today’s Friday 4-1-1 reflecting a little deeper on this experience – because there are solid components here – instead of instantly shutting them off since I’d seen this before.
1. On the surface, all codes are created equal - the one thing that is different between all of the image and code-scanning technologies is whether or not you need a special app on your phone to engage with it. And really, you just need the app to read the image (i.e. Google Goggles) or code (i.e. QR code/MS Tag). They all open the door to the same content. I’ve found these image recognition technologies (SnapTag and JagTag) need a couple more clicks to access the content, but to me, it’s not an inconvenience in the experience. Question for Coors Light is why use the same exact technology (SnapTag) that Bud Light just used? I doubt there was such a huge wave of success from Bud Light’s campaign that they felt they needed to ride it?? I would have picked another one. Because they all do the same thing.
2. Codes are a key to unlocking multi-channel experiences – from the scan, I get instant access to:
.com (digital)
Facebook, Twitter (social)
iPhone game app (mobile)
Plus rich content like videos and sharable memes – the Ditka Cold Call to your friends is my favorite.
And I’m in their communication stream via text message.
See the power of codes? More and more, marketers are realizing this low-cost technology can enable deeper brand experiences. And big brands like this don’t need to create special content for these extended experiences. They just need to drive people there.
Welcome the code. I just would have picked another one.
3. Do consumers care? – Consumers want value and ease. These codes have the potential to provide value by unlocking deeper content, be it more brand content or coupons, and some of them are easier to use than others. These SnapTags don’t require a smartphone or an app, they just require an awareness and desire from the consumer to interact with them. So, you can’t get any easier than it already is. I would just love to know how successful these are. Anyone know the “snap rate” for the Bud Light or Coors Light campaigns?
I would still recommend tags in addition to/replacement of URLs in a lot of cases because they provide instant access to the content, typically with only one click. It’s really more about consumer adoption at this point.
4. OOH has a definite place in the ecosystem - and more than that, has a definite place in code-based campaign ecosystems. And the OOH component doesn’t have to be “digital.” As we see here, with this static in-store display, they’re stopping consumers and making them aware. I think anyone who’s considering implementing a campaign like this should take note of the simple solutions used here. You can’t get any more lowfi, but in my opinion, it’s incredibly effective .
“Uh-huh” – so, if 2 major beer makers are using technologies like this, will all the others? I think it’s only a good thing – whether or not I agree with Coors Light’s choice – for these sorts of technologies that such big brands are using them. They enable a more focused, purposeful OOH component, and I think agencies will have more and more opportunities to show off creative executions in bringing these technologies to life. What we’ll see, I think, is a different way of thinking about “traditional OOH.”
“Duh” – I just don’t get the decision here. In fairness, I’m not involved in any of the brand/agency conversations, but you’d think someone would have raised this and really questioned using the same code technology. I think, more than anything, this shows how wide-open this space (code/image scanning) is, with no clear leader. And consumers haven’t tipped to one technology over another. There’s still a lot of experimentation going on.
At the heart, this is another good example of a multi-channel brand experience (and a pretty deep one at that). And for me, it all started with an OOH component.
It shows how important it is to stop people when they’re out and about and engage them in some way. Here it was through the image-scanning technology.
Thank you for using digital signage to connect me deeper with your brand. There I was stopped at a stop light and I looked over and saw your call-to-action. Then, in 7 seconds it was gone. But not to worry. I pulled in your parking lot just to get another glance at it. And while I didn’t need to go into your store, I sat there, in the parking lot, waiting for the CTA to come back. I learned about flu shots and 99 cent eggs and other random deals, and then I saw it again.
“Text APP to 21525 to get our free app”
Just that simple.
Now, I have exactly what the digital sign regularly says right in my own pocket. Plus barcode scanning prescription refills, photo niceties, and a store locator. Not to mention, text updates if I want them. I am truly connected.
I know, I know. You need content, or in this case an actual app to drive me to – to connect me – but you also know that they’re both important components in your engagement ecosystem. And because of this, you create them and utilize them. And you utilize the other components in your ecosystem – like the digital sign – to drive to them. You see the digital sign as a connector. And the app and texts as the engagement. Light engagement, yes, but enough to bring me into your store to buy stuff. And quite probably repeatedly. Well played.
I think many can learn from you and your ability to see the digital sign as a starting point and not an ending point. The experience can actually go deeper than the run-in with the digital sign. I know mine did.
Thanks for putting it out there big and bold, in your majestic red lights for all to see. Thanks for turning an otherwise digital-only sign into an interactive-enabling sign. It was a simple thing, but you did good.
My daughter is 2 classes into taking ballet class and as a 5 year old, it’s less about the finer points of ballet and more about dressing up in tutus and dancing around the room with all the other little girls. She also has 2 younger brothers – twins, 2 1/2 years old – who do everything that she does, except participate in ballet, of course (although my wife has a hard time keeping them contained during this class.) We talk to her often about being a leader, particularly when the boys are rowdy and/or rough and/or tazmanian devils and when she chooses to be a leader, she doesn’t add to the mayhem, she helps stop it. This whole thing occurs many times during the week and sometimes she wants to be a leader and sometimes, she just wants to be a 5 year-old causing ruccus with her brothers.
Well, the moment of note, here in this story, happened a couple of nights ago in her ballet class. The teacher was trying to get all the girls to stand in an orderly fashion – in 1st Position – so they could practice moves one-at-a-time across the dance floor. Well, half of the class was bouncing off the walls, playing on the mats, and half of the class was running around the class, and my daughter was in the middle. And in this moment, she was confused because she was listening to the teacher, but what she was seeing out of one eye was mat playing, and out of the other eye was running around, and she didn’t know what to do. But in that one moment, she chose to be a leader and do what the teacher was asking, and wouldn’t you know it – one by one, the girls saw what she was doing and stopped what they were doing and got in 1st Position right behind her and there was a semblance of order restored to the class.
It just made my week. I think any parent, when you experience something like that, is overcome with a sense of pride and accomplishment. It really is great. But you know, it breaks being a leader down to a few simple components and that’s what I want to focus on in today’s Friday 4-1-1.
1. Choices in Moments - the littlest moments in our lives are often the ones that have the biggest impact. They define us more than we realize. In each of those moments, we have a choice to either lead or follow. I don’t believe that you always have to lead or you always have to follow, but there is always an active choice to make in those moments.
2. Leaders Model – it’s one thing to talk, it’s another thing to do. I’m a huge proponent of modeling and to me, there is no better way to exemplify leadership. Actions are key. How you act in those moments, when you make those choices, is just as important as the choices themselves. I always think that I have 100 eyes on me at all times. And then I ask myself, “what is it that they are seeing? And is that something I’m proud of?”
3. Active Awareness – I think the best leaders are aware of their decisions, their actions, and the consequences of both all the time. They might not know how everything is going to end up based on that one decision in that one moment in time, but they sure are aware of the immediate impact.
4. Nothing More Important than Grace – there is a right way to be a leader and a wrong way. Same can be said about being a follower. And in my opinion, it has nothing to do with skill. It’s all about grace. Being graceful in any situation, to me, is what separates great from good.
“Uh-huh” – this week, my team at work had a leadership moment. They were faced with something and in that moment when they had to decide how they were going to react and then act, they chose to band together and lead. And by choosing to do that individually, the team became united and really showed what leading is all about. They put the team above each of themselves. That’s another key to leading – selflessness. It makes you stronger.
“Duh” – leading is not all serious all the time, it’s meant to be fun. It’s OK to play on mats and run around the room. People can learn a lot from that, too. It shows that there is joy in your life and that you’re a person. And in the end, all leaders are just people.
This week, my daughter, and then my team, reminded me of how simple it is to be a leader. It’s not something that you have to work all your life to do. It can happen right now, in this very moment.
I didn’t have a chance to go to CES this year, but did my best to monitor it from afar. One of the big headlines to me was the focus on the connectivity of cars. Cars and technology have always had a place at CES, but the advancements in technology along with the concept of mobility catapulted it to one of the headliners this year.
I was inspired by Audi’s CEO, Rupert Stadler’s, keynote that he gave last week. If you were there, or read the transcript, the theme was clearly connections, not the car. Specifically, he talked about technology that enables connections between the real and virtual worlds. “Ultimately, we see a world where the car is connected – to the world of the internet, to other cars, to the cloud, to traffic and weather data streams. It’s connected to technologies that increase safety and efficiency. All in all, the car of the future is part of the mobile world. In every sense of the word.”
As we’ve seen with consumer brands over the year, and now seeing with automobile makers, the concept that the places and things around us have the ability to be turned “on” and connected is more and more a reality, not just a fantasy. There are many technologies, from OnStar to MyTouch to Augmented Reality and Bluetooth and motion sensors, that are quickly becoming standard features with cars. They all enable different ways to make our experiences easier, safer, and more enjoyable. They ultimately make our lives better.
This is the same effect I see in this “new” OOH space. When the places and things around us can be turned into screens (via whatever technology is appropriate for the environment), and the people are a large part of the network, their lives can be made better – whether that be easier or safer or smarter or more efficient – because they’re connected. They’re connected to each other, to brands, to their past experiences, and in today’s mobile world, the connection is the thing. Not the place. Or the thing. Or even the technology.
Just as cars are adapting to this reality, will the digital signage and OOH space?
In an effort to understand how brands are utilizing the Out-of-Home channel in their initiatives – specifically the “new” OOH channel, where they’re creating experiences between the real (offline) and virtual (online) worlds – I’m going to focus on paying special attention to a select number of brands and their cross-channel efforts. Some of these brands are going to be personal favorites of mine (see Coca Cola), some will be those who I’ve seen utilize this “new” OOH channel in unique ways. They’re all leaders, in some sense, in recognizing the power of reaching consumers when they’re out in the real world, literally outside of their homes. This is not a new target for brands, but today more than ever, technology and consumer behavior has reached a point to where this kind of engagement is critical. The “new” OOH is not made up of networks of physical digital screens, rather it’s made up of people, and the places/things around them, as they all have the ability to be turned “on” and connected.
I wrote about Budlight’s Playbook initiative late last year, after I’d seen a TV commercial touting a scannable image on their packaging with the ability to unlock certain pieces of content. It piqued my interest so I went to the store and found a box with the image, scanned it, and was immediately driven into this Playbook experience.
That day, I experienced quite a bit of content by simply scanning the image, but by taking that action, I also ended up in their communication stream. Since then, I’ve received a few text messages, but not as frequently as I’d expect, and certainly not in line with the expectations they set me up for when I originally scanned the image – which was a “new play every week.
But the thing I wanted to point out today happened on my commute into work this morning. I have a short commute to the train station, so my time with Howard Stern/satellite radio (so glad he re-signed for another 5 years) programming is at a premium – I always hope that I’m not going to be in the car at the same time they run their very few commercials during his show. This morning was unfortunately one of those times. Before I could change the station, though, I heard him reading a script for a commercial, saying something about “unlocking special content by scanning an image on their packaging”, and thought, “I know exactly what brand he’s talking about – Budlight.” Lo and behold, sure enough, he paid it off by saying something about experiencing “Bud Light’s Playbook” and directed everyone to “look for the image on the side of the box” or “visit Bud Light’s Facebook page.”
I smiled to myself because this was yet another channel I uncovered in their marketing mix, specifically surrounding this Playbook campaign. And to top it off, they were reaching me when I was in my car, not in front of my TV or my computer, not inside my house. I was out and about, going through my daily routine, and was made aware of a) the product (no duh!), b) the Playbook campaign and the accompanying content and c) the most important thing, the ability to interact with an otherwise non-interactive thing – their box.
That’s the thing here – it’s not about them advertising on the radio or on The Howard Stern Show (although I think it’s a VERY smart buy), it’s about their commitment to this new type of engagement (via this enabling mobile technology) and making sure their consumers know what & how to interact with it. The image scanning technology won’t work if people don’t know what it is and/or how to operate it. If it doesn’t work, no one will experience the brand through this channel.
As I explore the different ways brands are utilizing this “new” OOH space, I think it’s important to recognize every channel they’re using in the ecosystem. OOH – whether in the traditional sense, even throwing the word “digital” in front of it, or this “new” one that I talk about – is only one of them. It can be made infinitely more powerful by using other channels and telling a consistent story across them all. As we’ve seen with Bud Light and their TV commercials, radio spots, online and mobile properties, they’re spending an incredible amount of time and money supporting this campaign, and at the heart of it all is this new type of engagement that allows consumers to experience the brand through a regular, everyday object – the box that holds their beer cans.
But here’s the real thing – unfortunately, the most important aspect to this whole experience – the payoff/promise at the other end – is now no longer available. As I look at the Facebook page, searching for anything around the Playbook, I am at a loss. There’s no mention of anything Playbook-related. So, the commercial, along with my previous experience, hooked me, and drove me to look for something that wasn’t there. As is the case with any sort of interactive technology when you’re out and about and it doesn’t work, here it is now – I feel jipped. Totally let down. This ended up being a huge waste of my time and as a brand, that’s the last feeling you want me to be feeling.
Wow. What a week. Do I say that every Friday? It’s felt like 5 weeks back from the break, not 5 days. As you can see, I’m making some changes to the blog. I haven’t been able to get it exactly where I want it, but over the next few days, it will be there. I hope you like the change. It’s really designed to reflect the depth of this space I’m calling the 11th Screen – a bit more robust, visual, and exploratory – and hopefully, it will be just as simple to get around (or simpler!).
I haven’t explored as much as I would have liked to on the Coke campaign that I posted about earlier in the week. A few people commented and gave me some insight on other components of the campaign (Kyle/Brian – thanks!) and I have been able to uncover a few more myself. But as I said, this is going to be an ongoing journey, so I expect the scope to be more filled out throughout the year. Since it’s all fresh, I thought it would be best to dedicate today’s Friday 4-1-1 to more of this Coke story.
1. Thanks to the guys at IndoorDIRECT, they clued me into a video that ran on their Restaurant Entertainment Network, specifically in Wendy’s (~200 locations).
As you can see by the video, they ran a complimentary ad (to the right of the video) advertising a special offer – obtained by texting in a short code. When texted in, consumers received a coupon for a $1 Frosty (Coke) Float.
They also received a link directing them back to the same mobile site I experienced from the “Secret” shortcode on my bottle. Smart, although I wouldn’t expect anything else from Coke, to utilize the same mobile property and create different initiatives to drive traffic to it. This is another example of how purposeful they are about touching consumers when they’re out and about, whether in a grocery store or quick serve restaurant, and enabling them a way to engage with the brand story.
And along with this whole promotion, Coke also included a nice piece of branded content by sending out the Polar Bear to give out Frostys at an LA Wendy’s to tie in the Frosty coupon offer as well. Thanks to Brian at IndoorDIRECT for bringing this to my attention, and kudos to the great work they did around this!
2. One of the best Out-of-Home experiences that I saw last year was Coke’s Happiness Machine. If you’re not familiar with it, it was a vending machine that they placed in a school (don’t know how set up it all really was?) and it delivered “doses of happiness.” See for yourself.
This is great because they took an object – a “thing” – around us and turned it into an engagement vehicle. It wasn’t digital. But it was highly interactive. Through good ol’ human touch. Thanks to Kyle for sending my way!
3. Although I can’t find this feature out there, I read about Studiocom and Hypnoticmedia partnering together to create an immersive website.
After two years of running its “Secret Formula” campaign in traditional media, The Coca-Cola Company discovered that its target consumers (18-35) weren’t hearing the message…Coke realized this was the perfect opportunity to both engage its audience in the digital realm and re-position the story behind the “secret.”…Studiocom filmed, developed and launched a highly-interactive, self-guided, video-driven web experience to show young consumers how Coke’s “secret” ingredients could make everyday moments better and serve as an anticdote to modern day woes. Innovative augmented reality features brought interactivity and engagement to a whole new level, allowing users to unlock additional video content using only printouts and their webcams.
Quite interesting that this campaign was recently “refreshed” and targeted to millennials, which brings me to the last thing I found….
Teens (Audience) + Coke (Brand) + SCVNGR (mobile) + Malls (OOH) = the type of engagement that makes sense because it’s a) centered around the idea of interacting with teens while they’re out and about b) supporting the brand’s story in a unique way and c) the thing that could make a memorable experience for this highly impressionable and influential target audience. And memorable experiences with a brand create trust and trust creates loyalty.
“Uh-huh” – as I’ve said before, in the end, it’s all about building trust-based relationships between brands and their target audience(s). In order to do this, I believe it’s imperative for brand’s to understand their story and the channels available to them. Once they understand those two fundamentals, they can only hope to utilize them to their fullest capability. Few brands do this well. Coke is one of the ones who do.
“Duh” – I have not uncovered 1 2D barcode (ie – QR Code) in this short journey and I haven’t come across any while I’ve organically experience Coke myself, in my personal, everyday life. And that kinda makes me happy. As you can see by all of the technologies that they’re already using – mobile SMS, mobile location-based SCVNGR, augmented reality, that good ol’ human touch – they’re driving consumers into the brand story just fine. If anyone’s seen a code-based implementation for Coke, I’d love to see it. I wonder if they ban them from their arsenal?
In one long week, I’ve been able to uncover a deep brand story that is being told through many channels, including OOH. The channel is powerful, for sure. It’s about understanding what you need to say, though, before getting to exactly how, or through what channel, you’re going to say it.
As always, I’d appreciate any thoughts you can send my way. Have a great weekend!
In an effort to dig in and really experience the brand, I’m going to take a few of my favorite brands and pay as much attention to them as I can. I want to understand how they’re engaging with consumers Out-of-Home and even beyond that, how they’re engaging consumers in the “offline” (non-digital) world. Not to get caught up in semantics here, but it’s important to differentiate the two. Here’s a quick grounder in my definitions:
Out-of-Home – any experience that occurs outside of the home that originates from a platform or device that the consumer doesn’t have to own.
11th Screen – the experience that occurs between the offline and online worlds, regardless of the device or ownership.
What I’m looking for are examples of brands who are a) present in the offline and online worlds and b) how well they tell their story in and between the two. From the story comes real brand engagement, at least sustainable brand engagement. I believe that the Out-of-Home and offline spaces have great potential in the brand ecosystem, but they have a different definition in today’s world than they did in the past. Because of this, few brands really utilize them to their fullest potential.
So today, we’re going to start the first brand journey with one of my favorite brands – Coke. As a marketer, I stay abreast of what brands are doing (particularly in the digital world), but as a consumer, I’m not fanatical about any brands, so I ‘m not dialed into their every move on every channel. These exercises are truly going to be journeys for all of us. As we go through any of them this year and you know more about the brand/what they’re doing than I’m discovering, I’d love to know any/all of that information. It will only help complete the picture so we can more fully understand the depth and breadth of the brand and their story, and particularly what they’re doing across all of the channels.
So, for Coke, what’s the first thing that comes to your mind when you think about them and their brand story?
For me, it’s their “Secret” Formula and Happiness. Polar bears and that snappy jingle from way back when are up on the list, but they both play into the Happiness theme. I never really gave much thought to either of them until this weekend when I had an empty coke bottle in my hand.
And, I just happened to look on the inside of the wrapper and found a message along with a mobile short code.
So I had to text it in. And then the journey began.
After my text, I received a link to a mobile website where I was introduced to Dr. Pemberton, big and bold, front and center.
Not knowing who this character was, I had to follow him on Twitter and come to find out, he’s the inventor of Coca-Cola. So, I checked out his feed and saw good, constant engagement. But the more I read, the more I felt they were a little off in the nuances of their brand story, particular in the voice of Dr. Pemberton. I mean, he was born in 1830 and invented Coke in 1885 – two important components of the brand’s story – and the Twitter voice sounds like it’s a 2010 person writing for an 1800′s character. Not an 1800′s character writing for himself. The language and colloquialisms aren’t consistent with what I would expect to hear out of an 1800′s guy. Details like this are critical when writing any sort of narrative and it’s something that would make the Coke story sing a little bit more in my opinion.
Nevertheless, I journeyed on. From my mobile phone, I also subscribed for SMS updates so I could constantly be connected to the brand and this particular campaign. Shortly after subscribing, I was sent another text indicating that I would receive more clues each week (this tells me they have a solid content strategy, sending me consistent, purposeful weekly updates) + a link to the Coca-Cola YouTube channel. I clicked on the link, found an “Unlock the Secret Formula” video, so I played it. The video was short, compelling, filled with imagery (there’s Dr. Pemberton again), good score, and a series of questions:
What is the secret formula?
Who is Dr. Pemberton?
Why would they want to steal it?
Wouldn’t you like to know?
Then it was over and I didn’t know what to do next because I was faced with many more videos on the channel. I don’t like getting in this deep, searching through videos and feeds, on my mobile phone. So, I went online to explore more – in a format more enjoyable to me – where I found the same video. But here on my computer, it was interactive. The bottles in the top right-hand corner are clickable (look for them and click if you feel so inclined).
I clicked on each of them and was directed to the following:
Pemberton’s Medical Files (interesting, amusing documents that give more character to Dr. Pemberton, but don’t do much at answering the “secret formula” question)
Ahh Giver Facebook App (send a friend a personalized message via grunting bear, but doesn’t do anything to answer and/or provide more clues to the story)
Vault Live Security Feed (video feed where the camera is pointed at the vault – presumed to hold the “secret formula” – and ninjas, dogs, ghosts, robots all pass by during the feed, and then someone – perhaps the ninja? – ignites a smoke bomb, blocking our view of the vault, then the feed goes snowy. Did someone just steal the secret formula? Hmm.)
2 Guys/Secret Formula Video (another YouTube video, this one eluding to the fact that there only 2 guys who know the “secret formula” – what about Dr. Pemberton, making a 3rd? – and asking the question, “what would happen if something happened to one of the guys?” Well, you need not worry because “thankfully the formula is safe, (in the vault!) so is the rest of the world.” No more answers, but another clue – there are 3 people on earth who know the “secret formula.” Is it safe from ninjas in the vault, though? Don’t know.)
Smile-izer website (microsite where you can create your own laugh and share with others, but no answers/clues)
Perfect Serve City (another microsite where you can play a game, take personality test and/or a history quiz, even uncover ingredients, but not the real “secret” ingredients. Perhaps the best secret ingredients though – “energizing refreshment and happiness”)
While I might not have found the answer on the ingredients, I have learned more about a central character in this story – Dr. Pemberton himself – and have been able to experience and share Happiness with others. All key components in Coke’s story.
The experience up to this point has been immersive. I’ve engaged in an interactive, compelling experience. Imagine going through any of this on an interactive kiosk. Or a digital screen. What about getting a little bit more of a hint to the campaign at point-of-purchase?
I haven’t found any OOH components to this campaign, but from the digging I’ve done, it seems like there are plans to integrate more offline/real-world components into the experience. Out-of-Home is an ideal channel for a brand to engage consumers in an Alternate Reality Game (ARG) like this. It reaches them when they’re out and about in an already exploring mindset. It would just be critical that the story evolves in more bit-sized chunks because I wouldn’t have the ability, time, and probably even patience to go through everything above in one experience while I’m on the go.
But pretty quickly, you can already see how many channels they’ve used. Originating from one simple text message on a bottle in a grocery store. Mobile, digital, and social. Plus offline, via the packaging. (And I see, via some comments on YouTube, that the “Secret Formula” video is a broadcast commercial and currently running.) They could do a little bit better with the offline story, but we’ll have to see what/if anything else rolls out in the future.
It’s also important to recognize all of the different forms of content they’ve used. Video (and many different qualities/types), animation, games, quizzes, grunting bears, and Tweets. Not to mention everything else they’ve got going on in their marketing mix, outside of this one campaign experience.
Even in one sitting, consuming just about as much information I can about a brand, I am impressed with the thinking and execution behind such an engaging multi-channel experience. It sucked me into the brand via their story. Not through gimmicks or technology, but through a consistent, cohesive brand story.
I think that Coke is one of the brands who does it right. I like their advertising and communications approach. They’re dialed into their story and they leverage the power of social media in a productive way for their brand (in fact, they just completed their largest ever social media campaign - Expedition206 – it was quite a campaign.) They obviously have the size and the resources to market and engage on a massive scale.
This particular campaign is a great example of a brand using their story to engage consumers, through various channels and mediums, with many different forms of content, and to pass it on to others. Which really might be the true key – “Happiness” is to be shared. Coke knows this and even if they’re not willing to really gives us the answer to their “secret formula,” they’re enabling us to spread what they center their story around.
Happiness.
No doubt there will be much more to come on this journey.
Have you seen any of these? Did you find the experience engaging? Any other examples from this campaign? Would love to hear your thoughts!
Emerging Technology, Marketing 
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