Nestea's Interactive Marketing Campaign Requires Action to Open a Fridge
Laura McQuarrie — September 23, 2014 — Marketing
References: advertolog & adeevee
As part of an interactive marketing campaign for the summer, Nestea Taiwan set up a 'Big Lemon Refrigerator' on the beach. In order to get the fridge to open and share the refreshing drinks it keeps inside, beachgoers had to perform some kind of action before the fridge.
Standing in front of the fridge waiting for it to open would result in the fridge releasing a blast of water onto those standing before it. The mysterious fridge didn't seem to give out any specific instructions, but once people seemed to catch on to this idea, simple actions like snapping fingers or clapping hands were enough to activate the fridge. It seems that repeat actions were discouraged, which challenged people to get creative with their actions in order to appease the fridge.
Standing in front of the fridge waiting for it to open would result in the fridge releasing a blast of water onto those standing before it. The mysterious fridge didn't seem to give out any specific instructions, but once people seemed to catch on to this idea, simple actions like snapping fingers or clapping hands were enough to activate the fridge. It seems that repeat actions were discouraged, which challenged people to get creative with their actions in order to appease the fridge.
Trend Themes
1. Interactive Marketing Campaigns - Opportunity for brands to engage consumers through interactive experiences.
2. Experiential Advertising - Creating immersive and memorable experiences to promote products or services.
3. Gestural Interaction - Using physical actions or gestures to interact with technology.
Industry Implications
1. Beverage - Innovative ways for beverage companies to market their products and create unique brand experiences.
2. Advertising - New opportunities for advertising agencies to develop interactive campaigns that captivate and engage consumers.
3. Technology - Advancements in gestural interaction open doors for technology companies to develop new interactive devices and interfaces.
3.4
Score
Popularity
Activity
Freshness
