Coca-Cola: The Wearable Movie is a fun and happy commercial about bringing a smile to people’s faces.
This campaign features non-famous people from various parts of the world smiling and wearing a shirt. The shirt has two little cute characters trying to make a pair of lips smile. Each piece sent around the globe had a graphic of a single frame from the entire movie, with a warming thank-you note sent with each package. All people had to do was take a picture with the shirt and the end product was a short film that combined all the single pictures taken by smiling people. Everyone could post their involvement in the film on their Facebook page.
The animation on the shirt shows that the lips only smiled when it was given a bottle of Coca-Cola.
Wearable T-Shirt Movies
Coca-Cola's Wearable Movie Joins Smiles from Around the World
Trend Themes
1. Wearable Movie Campaigns - Opportunity for brands to create interactive and engaging campaigns through wearable technology.
2. Crowdsourced Advertising - The use of user-generated content to create unique and personalized advertising experiences.
3. Branded Social Experiences - Creating opportunities for consumers to engage with a brand in a meaningful and shareable way.
Industry Implications
1. Advertising - Disruptive innovation opportunity to create more interactive and engaging advertising campaigns.
2. Fashion - Incorporating technology into fashion to create unique and interactive wearable experiences.
3. Beverage - Exploring ways to integrate brand messaging into everyday consumer experiences through innovative campaigns.