This Installation Uses Coca-Cola's Iconic Swish as an Outdoor Ramp
Laura McQuarrie — January 17, 2015 — Marketing
References: us.coca-cola & creativeguerrillamarketing
In this marketing stunt, Coca-Cola makes use of the fun shape of its iconic logo in order to encourage physical activity outside. The stint takes place in a park, where a large installation has been set up. While the Coca-Cola logo is displayed flat on the back, the lower white part of the logo is pulled out to form a ramp that can be climbed upon.
Since there are always people who gather to watch people doing skateboarding tricks, this installation naturally causes people to gather around and take photos of the skateboarders. Although there may not be any actual bottles of the product in sight, this stunt plays off of the idea that you get thirsty after doing something active, and you can bet that a cold drink of Coca-Cola was definitely on a few minds.
Since there are always people who gather to watch people doing skateboarding tricks, this installation naturally causes people to gather around and take photos of the skateboarders. Although there may not be any actual bottles of the product in sight, this stunt plays off of the idea that you get thirsty after doing something active, and you can bet that a cold drink of Coca-Cola was definitely on a few minds.
Trend Themes
1. Interactive Brand Installations - The use of branded installations that encourage physical activity creates an engaging and memorable experience for consumers, increasing brand awareness and customer interaction.
2. Experiential Marketing - Experiential marketing campaigns, such as branded skateboard ramps, create unique and immersive experiences that connect with consumers on a deeper level, fostering brand loyalty and advocacy.
3. Innovative Logo Integration - Utilizing the shape and design elements of a brand's logo in physical installations allows for creative and visually appealing brand promotion, capturing the attention of both consumers and media.
Industry Implications
1. Sports and Recreation - The sports and recreation industry can leverage branded installations like skateboard ramps to create exciting and interactive spaces that attract enthusiasts, drive participation, and promote related products and services.
2. Advertising and Marketing - Advertising and marketing agencies can explore opportunities to create experiential campaigns that incorporate innovative logo integration, providing unique and memorable brand experiences for their clients.
3. Beverage Manufacturing - Beverage manufacturers can capitalize on the trend of interactive brand installations by partnering with event organizers or creating their own installations to engage consumers, promote their products, and foster brand affinity.
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