Great Experiential Marketing: Coca-Cola’s valentine vending
They say that two heads are better than one and it seems that Coca-Cola supports this twosome loving rule of thumb.
This year for Valentine’s Day, Coca-Cola created an ‘invisible’ vending machine which appeared only when couples walked by.
For those wandering along the road two-by-two Noah’s ark-style, the previously bare wall became a huge animated projection giving them a cupid-struck visual experience. The vending machine even asked the names of lovebirds, and then printed them onto Coca-Cola cans as tasty keepsakes of the experience.This is a great example of a brand really getting into the spirit of Valentine’s, and it’s exactly the kind of innovative, unusual experiential marketing campaign that Coke has become known for. The risk of upsetting thirsty singletons aside, this is clever, personalised marketing that delivers a positive vibe to those involved, and their extended networks.
Coca-Cola is big on vending machine activations. In the past the brand has created everything from a happiness vending machine that dished out an assortment of items from flowers to pizza, to a 007 vending machine that challenged users to carry out a series of quests in exchange for tickets to the James Bond movie Skyfall. There was even a vending machine in Singapore that gave out Coke when it was given a cuddle, and one in Costa Rico that accepted smiles as currency.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.