Coca-Cola has done it again! The company’s “Unlock the 007 in You” campaign is engaging consumers via a very public stage - train stations:
If the player doesn't work: http://www.youtube.com/watch?v=RDiZOnzajNU
This campaign does 4 things really well:
Engage Consumers: From the first interaction with the Coke Dispenser until they finally receive the end product, consumers and spectators are immersed in a give and take relationship.
Capitalize on surprise: Consumers approach the vending machines, unaware of the situation in which they will soon find themselves. Upon that initial interaction, the individual is launched on a mission.
Entertain: Coca-Cola does a great job capturing the consumer’s attention by creating a fun and playful mission. The consumer turns into his or her own version of James Bond as he or she embarks on the mission – coming face-to-face with obstacles, challenges and comical mishaps. Unknowingly, spectators throughout the train station become a part of the mission and bring their own source of entertainment to the situation. At the end of the mission, the consumer and the public join forces – leaving lasting impressions beyond one consumer.
Build Awareness: Upon the initial interaction at a vending machine, consumers knew that Coca-Cola was responsible for the experience. Strategically placed individuals wearing the signature colors of Coca-Cola, are found throughout the train stations holding clocks and encouraging participants. Coca-Cola is a signature characteristic of the entire experience. Awareness increases due to intrigue and excitement. Ending image – a campaign banner leaving a direct to consumer message.
It may be much easier to simply dispense a soft drink, and have each consumer go on with his or her day. Partnering with a juggernaut such as the James Bond franchise and combining brands for an awareness-building mission is a lot more fun – and memorable, long after the soft drink is gone.
