With growing digital technology, traditional media such as television, print, and OOH are struggling to capture the attention of consumers. What if we put a spin on traditional advertisements to make them non-traditional? Ogilvy & Mather did just that this past weekend during the NCAA Final Four when they installed their “drinkable billboard” for Coke Zero. Yes you heard me, a drinkable billboard! The billboard spells out “Taste It” where the coke travels through the tubes to the bottom of the billboard to a sampling area with six fountain spouts where people can taste the soda. Seems impressive, right?
But wait, there’s more! Along with this billboard came Coke Zero’s “drinkable ads” that ran during the Final Four games. Using the Shazam App and audio recognition during a series of four commercials, the user was then prompted with a glass of coke filling up on their mobile screen. Once full, the user is directed to the Coke Zero website with a mobile coupon for a free 20-ounce bottle. This entire Coke Zero campaign is positioned as being the world’s first drinkable campaign. This positions perfectly with their tagline, “You Don’t Know Zero ‘Til You’ve Tried It.”
Try it out yourself here:
Interested? Check Out their website for more information on the campaign here !