Unlock the 007 in you with the Coke Zero mission
Coke has established itself as master of the vending machine. With the launch of the 23rd James Bond film this month Coke Zero have put together an action packed stunt to promote the 007 movie.
Set in Antwerp Central station, Belgium, unsuspecting customers use a vending machine to purchase their drinks, which turns into a Bond-like “mission” requiring them to get through a series of obstacles such as leap over pushed orange carts, past joggers blocking escalators, go around dog-walkers and sidestep falling luggage, and get to another vending machine on Platform 6. The challenge is to do it under 70 seconds and the successors win exclusive Skyfall tickets, but only if they can sing the Bond theme tune!
In less than a week the video had received 3 million views and over 26K likes, proving that experience marketing can be a great hook not just for those who “experience” it live in first person, but also for those who watch.
Meanwhile in Korea Coke came up with a dance vending machine which gave out free drinks for passersby with the best moves.
The Coke dance vending machine used Xbox Kinect technology (sensors and webcams) built in which recognises human interaction. Why? Well, people have the chance to impersonate the Korean boy band 2PM as close as they can, because the better they dance, the more bottles of Coke they are rewarded.