No one knew what they were going to win – the contents were in large shipping containers placed all around the country. All they knew was that it was going to be big! Consumers had to buy a can of Coke and enter their unique on-pack code online to be entered in to the massive prize draw.
We designed and built the promotional website and then amplified and pre-promoted the on-pack promotion with large-scale experiential marketing in each major City.
The campaign was completely integrated – social, online, event, radio, PR and TV and over 1 million cans were purchased across a 6-week period.
We worked with a specialist technology supplier to develop a series of sophisticated actions that were built directly in to the automated containers. Everything was controlled by an on-board computer which played the actions once different triggers were activated.
Everything from motion-sensitive piano keys, a talking padlock that gave cryptic clues regarding the container’s contents, to specifically chosen songs depending on the time of day and whether the container detected whether there was moisture in the air (e.g when it rained, the containers would play the song “singing in the rain” to passers-by).
We placed fully customised and branded shipping containers all across the country to excite and engage participants. They could even ask the self-running containers questions about the contents.
At key intervals throughout the day, we executed a variety of experiences to excite passers-by.