Here is a great use of creative technology by Coca-Cola; providing free WIFI to students in areas that charge for WIFI access.
This interactive brand experience has all of the hallmarks of a great Coca Cola brand activation:
1. Ties into Coca-Cola’s brand campaign message “Share Happiness”
2. Creates a physical icon to reinforce the Coca-Cola engagement through the use of a “dispenser” where people use their phones to push the dispenser paddle to “refill” their phones, mimicking refilling a coke drink at a drink dispenser. Refill=Happiness
3. Addresses the target market. By having a clear target in mind, Coca-Cola was able to create an attraction that served a need of that market. In this case students in many areas of the world don’t have access to free WIFI, and they don’t have much money. So this free WIFI dispenser located in areas that students congregate, socialize and connect had direct meaningful impact and reinforced the brand.
4. Tied in elements of social media, and additional brand experiences ( Coca-Cola FM ) to leverage the engagement into an amplified experience.
From a technology standpoint, Coca Cola was able to utilize WIFI distribution technology in a novel way. The dispenser was custom designed and created in small batches using the latest in 3D CAD/CAM technology.
Elation Digital is a leading forward thinking creative technology engagement solution provider to experiential, marketing, and creative agencies serving global brand clients. We help agencies ideate, and develop turnkey interactive marketing solutions for experiential, point of sale, and events that attract targeted audiences and deliver positive brand engagements.
Contact Chris Rogne at Elation Digital (crogne”@”elationdigital.com) to discuss project ideas, budgets, and implementation strategies.