Coca-Cola proved its experiential prowess last year, with activations including a pop-up bar, happiness meters and sponsorship of the Rugby World Cup.
Bobby Brittain, marketing director at Coca-Cola Great Britain explains the brand’s experiential activity formed part of its Choose Happiness campaign.
"We received a fantastic response from consumers about the campaign throughout the year, a highlight being a pop-up Contour Centenary Bar with musician and TV star, Rita Ora, to celebrate 100 years of the iconic Coca-Cola bottle.
"Guests who visited the bar in Soho, London, were transported to 1915 to share a Coca-Cola in celebration of the year that saw the birth of the Contour Bottle. Complete with historic Coca-Cola artwork, period design and contemporary entertainment, the bar gave visitors a taste of how much the world has changed through the ages, while the contour bottle has remained the same," he recalls.
The company devised the Coca-Cola Happiness Pod as part of its newly launched ‘one brand’ marketing strategy, which aims to shine the spotlight on the company’s range of colas. Four vending machines, each of which was controlled via smile recognition technology, toured the country.
"The vending machines were colour-coded to represent each of the four colas, and consumers were encouraged to pick their Coca-Cola of choice and smile. Once a consumer’s smile had been detected, a chilled 150ml special edition can of Coca-Cola was automatically delivered through the vending machine slot with a smiley straw. Consumers were then encouraged to pose for a selfie using the campaign hashtag," Brittain explains.
The brand also launched a happiness meter across 300 digital billboards in London, supported by activations including sampling and a Twitter-powered vending machine. "The happiness meters measured Londoners' happiness levels based on the number of positive or negative mood words used on Twitter in the region, as well as mentions of Coca-Cola's #ChooseHappiness marketing hashtag," he says.
Coca-Cola hosted a Ball Exchange event with rugby stars including Mike Tindall to raise awareness of its sponsorship of the Rugby World Cup, and its Glacéau Smartwater brand was served to the 20 competing teams.
Brittain notes that experiential marketing and the experiences that come with it offer consumers the chance to interact with the Coca-Cola brand. "Experiential marketing and live experiences, as part of a wider integrated communications strategy, can help to build and deepen consumer relationships."
He adds that Coca-Cola plans to deliver additional engaging experiences this year. "Coca-Cola has a long history of creating events and activations that are interactive, sharable, relevant and fun. We will continue with this approach as we drive our one-brand marketing strategy forward to promote greater choice to consumers."
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