This week, I found myself sitting in the middle of a two-day long global introduction and planning session. Key figures all across the board. The purpose of the meeting was essentially to solve problems and come to an agreeable solution – one that would work for everyone. Presentations would go on and then conversation throughout the middle of them and then we’d do it all again. Lots of languages. Accents that were both intimidating and invigorating. It was an open and free flowing atmosphere, particularly given the objective of the meeting. It was actually surprisingly great. I was happy in so many ways to be a part of it.
Yes, there were some excellent points raised that no one had considered and there were some equally excellent solutions that came about real-time. But the best thing about it to me was – despite all of the cultural differences, the accents, the nomenclature, the overt and underhanded jokes, there were many more commonalities – bright, creative thinking, respect, openness, love of coffee and/or tea to name a few. But the biggest of all were the smiles.
The simple act of smiling.
I found myself at one time during the meeting just looking around the table looking at everyone smiling. And actually, I have to say, there were some really great smiles. It made me smile. Big.
Then, it got me thinking. About content and engaging with people and being interesting and coming up with whatever creative solutions we can come up with to make someone stop and take notice of this content or that content and do something with it. I instantly stripped everything down its core and thought about the smile.
Maybe many of our troubles as it relates to the “silver bullet” (as if there is one) of content, in or out of the home, gets down to that one simple, shared expression.
So, I’m going to give it a try. I’m going to begin a briefing with, “what makes you smile?” And then apply it to whatever problem we’re trying to solve. Who knows if it will work. Coke has shown us (via Open Happiness) that it is a great foundation to strengthen a huge brand. But will it work for everyone/everything?
I do know this – if you’re looking for a theme, a through-line that will connect with people, regardless of where they are in the world, look no further than simple human commonalities. And maybe begin with the smile.
It’s no surprise to find Coke doing something else to engage people on a deep and meaningful level. This time, it’s with personalized Coke bottles, complete with a personalized song. And when I’m talking personalized, I’m talking about down to your name.
They have printed 150 different names on Coke bottles on sale across Australia and for those who have a more unique name, one that falls outside of the 150, there is an opportunity for them to create their own label, in-store. They’ve extended this initiative to their social channels (Facebook page):
And broadcast advertising:
It sure is easy to get caught up in all this technology swirling around us, in and outside of our homes, but the simple truth of the matter is that people want personal. If you want to create engagement with people, start there, at that one simple truth. Forget about mobile, social, digital signage, tablet, yadda, yadda, yadda. And simply think about what drives people.
“Personal” will probably rise to the top every single time.
The more technology is introduced into our physical worlds, especially on account of brands, the more critical that supporting campaigns will become. It’s not enough just to introduce a new machine, system, or even engagement based on a new technology and expect that the mass will conform, use it, and god forbid, actually like it enough to use it over and over. It has a much better chance of succeeding – given the assumption that the machine, system or engagement is technologically sound – if brands use other channels, communications, and ultimately dollars to raise awareness and drive engagement.
I’ve written before about Coke’s new touchscreen soda fountains – the ones loaded with 106 flavors. They’re pretty cool machines – efficient, easy to use, and a little fun, but they sure do take up a lot of room, especially given the fact that they only service 1 person at a time. These machines are a fairly drastic departure from something (the “standard” soda fountain machine) that has been around for years and that the public is conditioned to use. These machines provide a new way to accomplish a pretty important task, one that is taken thousands of times per day.
Now, on one hand, I don’t know if the public cares enough about how they get their soda when they’re out and about, and even further, if they would ever care enough to form an opinion. If I didn’t geek out about things like this, I wouldn’t. But on the other hand, one thing that I’ve learned over the years is that, despite what I care about, there’s someone out there – and usually a group of people – who have their own likes and dislikes and care about things like soda fountains. So, there’s a faction of public opinion at play here that could ultimately surface in one way or another.
Now, the truth of this is that, unless public opinion was/will form into a complete backlash against these machines, they’re not going anywhere. They’re only going to be distributed to more movie theatres or restaurants as time goes by. So on some level, the public is going to have to deal with this new way of getting soda from a fountain, regardless of what they actually think of them.
Here’s where Coke is really good. They recognize the need to gain support of this new way of doing things. So, the first step is to raise awareness, but their approach is to not raise awareness of the machine itself; it is to raise awareness of the benefit that the machine provides. This one machine can give you any flavor out of the 106 in its system and/or any combination thereof. No more being limited to the top 6 in its lineup because that’s all the “standard” fountains had room for. Yes, you could make a cool suicide (mixing all the flavors into 1 cup) then, but now, you can make an AWESOME suicide. Seriously.
Enter the creative campaign that they’ve launched – in the social channels and on mobile – to support (and gain support for) these new machines. Their Coca-Cola Freestyle application on Facebook gives users the ability to (virtually) mix any drink they want from the myriad of flavors, give it a special name, and share it with the world.
Trivial? Perhaps. But it’s fun. And it doesn’t take a lot of time, and it’s super simple to use, and it’s catchy enough to get other people interested. After I made my own drink, I posted it on my Facebook wall and a couple of my other friends got involved and made their own drink, too. Right now, the page/application is at 41,000 strong. Modest numbers, but I think this campaign is centered around deeper engagement, given that someone has to download an app and make a drink to really get involved. There is a barrier of entry, so to speak, that takes more active participation than say, a standard tabbed page in a brand’s Facebook presence. So, while raising awareness to as many people as possible (quantity) is key, creating a relatively deeper level of engagement (quality) could be more important to Coke. The campaign shouldn’t be judged by number of fans/likes alone.
In addition to their Facebook application, they’ve also created a mobile application – a game called PUSH! + Play. This game’s engagement is different than the Facebook application. This is a memory game where you’re introduced to the heap of flavors (still driving the benefit) and you have to “playback” the sequence that the computer gives you, in as fast of a time that you can.
The game is fun, too. I actually think it’s perfect for a train ride or a waiting room or even on your way up/down the elevator (because everyone has to be doing something at every waking moment, even when riding the elevator!) It’s casual enough to get started immediately and engaging enough to keep you playing over and over, to best your time and move up the leader board. (Leader boards are an effective “sticky” tactic. I think it’s one of the better improvements that Foursquare has introduced, but that’s for another post.)
It’s not all fun and (casual) games with the two of these applications. Yes, they do a good job of engaging you, but they also do a good job of informing you, too. They allow you to see where these machines are located near you.
For me, personally, these wouldn’t drive me into a new place, but they would drive me back into a place that I have frequented before, perhaps sooner than I had planned to. It elicits the response, “oh yeah, that will be cool for the next time I’m there.”
All of this to say that Coke is being purposeful about how they’re introducing this new way of doing things. I think this is what we can all learn from, especially in the “new” Out-of-Home space where technology is transforming our physical worlds into new things everyday – it’s important to compliment new machines, systems, and/or engagements (and content) with some sort of supporting campaign. Generally, the public will adapt to whatever is introduced, but the adaptation can be helped along through other efforts, like social and mobile engagements. Or print pieces. Or TV spots.
Too often, brands, marketers, and communicators of all sizes, struggle with cross-department and channel coordination. An easy way to bridge the gap is to ask, “What else are we going to be doing that helps this succeed? Is it a campaign? Is it a supplemental piece of content that someone might see outside of this particular activation? How is this going to be experienced elsewhere?”
More and more, the public consumes and shares media across various channels. This presents great opportunities to introduce and immerse them into the new “thing” that we want them to be aware of and participate in/with. And if we do it right, gain support, enough to accelerate change.
So, what do you think? Does Coke’s cross-channel support work in this case?
With any new technology, there’s nothing better than feedback from the average user. If you’re ever ideating, creating, developing, and/or activating any sort of interactive experience, test with real people, early and often. They’ll give you a better sense of what works, what doesn’t, tendencies, assumptions, etc. than anyone on your team can.
The other day, I was out to lunch with someone who I would consider to be an average user and they interacted with this soda fountain. Here’s how it went:
He presses the ice button. Fills the ice.
“…..these newfangled contraptions.”
Presses the Coke button, gets 6 different flavors of Coke.
“OK, I guess this is what I do.”
Fills his cup full of Coke.
“There you go. Even I – with limited intellect – can operate this.”
And that was it. So, he operated it without futzing through the experience. He and I were chatting in line, so the operational component of this machine – the waiting for 1 person to fill their soda before we can move closer – was not an issue.
I still think there’s a disproportionate tradeoff between the number of soda choices you get (106) and the number of people who can get ice & soda at a time (1), but based on my testing group of 1, moving through a new experience like this via touch screen technology, it passed with flying colors.
The downfall to a real world 11th Screen solution reared its ugly head this weekend. Unfortunately, it was from one of my favorite brands and a fun, albeit novel, experience: Coke’s 106 Flavor touch screen soda fountain. We were eating at a casual dining restaurant and I noticed that they had a couple of these kiosks. And that’s when I noticed the problem – they only had a couple of these kiosks.
Yes, the footprint of these babies is at least twice the footprint of a regular ol’ soda fountain. So, the restaurant is losing out on precious real estate, especially when they’re trying to jam these into the existing real estate.
While size is an issue, the real problem is that these are just not as simple as the regular ol’ soda fountain. With this big daddy, there’s only one way to get ice and one way to get (any one of the 106 flavors of) soda. And it’s through one dispenser right in the middle of the thing.
At least with the old fashioned fountains, they were set up in a way that once you get your ice, you can move down the line to get your soda. The line has a nice flow to it. Here, the patrons are just forced to wait while the others fumble through the right process (pressing the right buttons) to get their ice, then fumble through picking their selection out of an overwhelming amount of flavors, and then, literally a minute later, might have their own go at it. Unless, of course, multiple glasses are in need of a fill-up, and then there’s a longer wait.
I think this contraption is great. But when I want a soda, I just want the soda. I don’t want to wait in a line longer than 10 seconds for someone to get their ice and move down the line. I certainly don’t want to see them figuring out how to work their way through this experience.
When I first saw this machine, I was at a movie theatre and they had about 10 of them. If we waited in line, another machine quickly opened up. Here at the restaurant, with only 2, it was a different story. The movie theatre experience seemed cool and fun. This one just seemed annoying.
While this new fountain gives me the ability to choose from 106 flavors and work my way through it via a touch screen, it makes the simple process of getting soda more complicated. And that, my friends, is a bummer.
I believe technology like this can make our lives easier. Here’s an example – at least for the here and now – where it’s proved to do the opposite.
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.
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!
A smile. That’s the emotion that Coke brings me. Sure, some of it is the sugar rush, but a lot more of it is how they create brand experiences. I saw another example this weekend of how they (re)create the experience of simply getting a drink. Introducing Coca Cola Freestyle – the (interactive touch) machine that brings you 106 flavors with the simple touch of a button.
This is a game changer. Think of how many self-serve beverage dispensers you’ve used. At the most, you’ve got ~10 options, and they’re typically options in drinks, not flavors. Here, this kiosk serves all Coke products and their flavors – a total of 106 different options.
The interface is simple – pick your product, then your flavor, then fill ‘er up. I overheard one of the movie theatre employees talking to a customer:
Employee: Cool, huh?
Customer (looks amazed while filling his cup): Yeah, it’s awesome.
Employee: We just got those in and everyone thinks they’re great.
Customer: Makes getting drinks fun.
Employee: I know, it’s pretty cool.
So, there you go. Coke has now made filling up your drink at the movie theatre fun. This will, no doubt, be something that we see in every movie theatre, restaurant, and convenience store in the future.
Gotta hand it to brands like Coke. They see an opportunity to utilize technology outside of the home to fulfill a simple task (utility) and make a meaningful brand experience out of it. And they capitalize on it.
I didn’t run into the Happiness Machine, but I ran into the next best thing – Coke’s interactive (via touch screen) vending machine. A true 11th Screen kiosk. Say what you will about Coke as a product – as a brand, I think they are doing many things right. They do a good job across platforms, they’re really good at social, and as most recently evidenced by their Happiness Machine, they’re pushing IOOH, and innovation. I saw this 3-sided kiosk in a mall – 2 of the sides consisted of branding (from other advertisers) and then, this side, was one big interactive display.
I think this scorecard review is going to be pretty straight-forward.
Purpose – The purpose here is clear – sell drinks. I don’t know why more and more products like these don’t do what Coke has done here. You’re going to have vending machines. People already buy from them. Why not maximize that effort by creating something that can immerse consumers deeper into the brand and can support other advertisements? (I assume cost is one of the biggest barriers.) With this framework, Coke can advertise their own products, other advertiser’s products, or even the mall.
Drama – You can see for yourself – you can’t miss this thing. I think the one thing working against it, just as any installation like this, is the fact that digital (non-interactive) posters are commonplace throughout malls today. Someone could see this and just expect for it not to be interactive. I think they’ve done a good job here of utilizing the space – the primary real estate for the products and the secondary real estate for ads. Something moves on the screen at all times, so it stands a real good chance of stopping people.
Usability – There were two things I could do besides purchasing. 1) Select one of the drinks and 2) scroll through them. The experience wasn’t deep at all. Simple. But just right. My mom could operate this without any trouble.
Interactivity – This was a single-touch touch screen and not much different than a “normal” vending machine. The screen was responsive to touch (even though it might not look like it at the beginning of the video – I sometimes have a hard time operating the camera and touching at the same time) and I thought it was executed very well. I like how they also included a mobile component for one of their products (Sprite) whereby the user could text in a short code, made aware by this screen, to receive updates and rewards. Although this particular component doesn’t connect offline with online, they’re smart to include it if they have it, particularly in a dynamic experience like this.
Information – High quality video, animation, stills. They told the Coke (and products) stories with the ads, not the interactive component. Every piece of content in here is highly produced which is necessary when displayed on something this big. I thought they did a good job of incorporating the right content, not only type of content, but length of content. And they ran all of the ads on a loop. This was all very purposeful and run by someone who knew the space and what they were doing.
Personalization – No real personalization beyond my single-touch, single-user experience. The mobile component brought a level of personalization in the fact that it extends the experience onto a consumer’s mobile phone, which is very personal. As far as the actual kiosk goes, though, there was really no need for my experience to be personalized. (Now, in the future, when this experience is smart enough to know that I like Coke and not Diet Coke, not only can it serve me the right ads, but it can also present me with the right options instead of everything in the lineup. Then, it’d be personalized.)
All in all, I was really happy to see this. Hopefully cost won’t be as big of a barrier in the future as it might be now and we’ll see these more and more. It sure does make a lot of sense.
Have any of you seen any of these? Not only for Coke but other brands? Probably the most notable is Best Buy’s interactive vending machines, but this is the first I’ve seen of a drink maker. If so, shoot them my way. I’d love to learn about them.