We rose up to the challenge and decided to reinvent the second screen concept in a method that has never been done before:

For the first time in the world, a television commercial prompts smartphones enabling consumers to order a free delivery of a couple of cold Coca-Cola bottles, from their smartphone straight to their doorstep.

This creates an entirely new form of direct marketing, bridging the gap between a television display ad, a digital mobile campaign and the physical product itself, in the consumer's home, within short minutes.

A week before the activity, we targeted users through Facebook, and also sent a push notification to the entire Gett user base.

The day of the activity thousands of taxis were fitted with coolers to prepare for the massive operation.

The media event was scheduled together with the Big Brother’s final episodes, which is a highly expected media event. The spot with the embedded ultrasonic signal, undetectable to the human ear, was aired during the dramatic commercial break.

This triggered tens of thousands of phones to display the ‘Gett Coca-Cola’ button, and thousands of people ordered Coca-Cola straight from the TV spot with their phones, requiring minimal engagement on the user's’ side.

Once a customer placed an order, the Gett system dispatched a taxi to his home with a cooler containing two ice cold Coca-Cola bottles and a branded bottle opener.

Within minutes, we reached consumers from all over the country - those which reacted while watching the Coca-Cola commercial on television and immediately ordered the bottles from their smartphones, straight to their homes.

We were able to pave a new road, connecting devices and offered an added value to consumers.

The campaign generated buzz and excitement in the Israeli media. The technology will be regularly integrated in future Coca-Cola commercials.