In general, branded content and entertainment is very developed in the US. Further, with a target who has fleeting attention and wants to evade advertising altogether, we had to be extra careful and creative.

Not only was Drinkable Advertising the perfect vehicle to promote Coke Zero’s brand attributes and trial campaign, but also was perfectly aligned with the NCAA’s brand personality and target audience.

We were guided by both The Coca-Cola Company and NCAA standard roles and rules of conduct.

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.

The Stalking Vending Machine created an opportunity for immediate trial. This stunt 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.

In one weekend, the Stalking Vending Machines engaged nearly 20,000 people into Coke Zero drinkers in a fun, unique way.