An 1890s advertisement for Coca-Cola 5¢. (US) (Photo credit: Wikipedia)
Let’s say your idea involved tossing oranges in front of people as they were running, blocking them on moving escalators, and in general physically impeding their forward progress. Can you imagine the looks from your legal department, especially when you said there was no way to get the participants to sign a release in advance?
That’s why I am so delighted that this good idea made it past the lawyers. (Though for all I know, they may have tamed it down; eliminating the alligators, changed the fruit from watermelons to oranges, and took away the swords.)
The background is that Coca Cola set up a Coke machine in a train station in Belgium. And when a user tries to get a Coke, the machine asks if they want a chance to win exclusive tickets to Skyfall. After entering his name, the machine gives the user 70 seconds to win by getting to another machine on a different platform. What the participant doesn’t know is that they have to unlock the James Bond inside them to reach the machine and win the tickets. It becomes a riotous chase, with many obstacles, some mentioned above. The video explains this complex, but not confusing, idea better than I can.
It is a good idea that has generated thousands of YouTube hits and blog mentions, and I hope that viewing it will inspire your next good idea. But even if it just entertains you, there is value in that, too.
This brilliant yet somewhat simple idea is a great source of marketing for Coca Cola. This is perhaps their 'cheapest' campaign but may be the biggest in terms of coverage. Getting people talking about such an advert is exactly what the marketing team at Coca Cola wished for.
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