Most notably our campaign leveraged Shazam, an app with unparalleled penetration amongst millennials, and developed an entirely new way of using their audio recognition technology. It was a first of it’s kind. The result was a uniquely interactive and synchronized dual-screen experience that allowed TV, radio and out-of-home to pour a Coke Zero directly into people’s phones, in real-time. Using silent subsonic sounds we also turned phones into digital straws that allowed people to drink Coke Zero from digital posters, cinema and giant concert screens. All interactions resulted in a free ice-cold Coke Zero, in which the coupon was delivered via mobile devices.

Drinkable Advertising was more than just an innovation in disruptive sampling; it was a radical shift in how our audience was able to interact with the brand. Furthermore, the campaign delivered the best sampling results in the history of the brand.

It was imperative that our brand message, and the opportunity to try Coke Zero, was present at every consumer touch point. Research allowed us to identify the channels that make up our target’s distinct media consumption habits and gave us insight into their passion points, including college basketball.

Leveraging Shazam technology, an app with over 600,000,000 downloads and a high penetration amongst millennials, we developed a new way of using audio recognition. The result was a unique interactive and synchronized experience that allowed TV, radio, out-of-home to pour a Coke Zero directly into people’s phones, in real-time. Using silent subsonic sounds we also turned phones into digital straws that allowed people to drink Coke Zero from digital posters, cinema and concert screens. Every interaction resulted in a coupon for a free Coke Zero that could be redeemed at designated bespoke Coca-Cola vending machines and participating retail stores.