Coca-Cola's 'Wish in a Bottle' Creates Shooting Stars in the Sky
Christopher Magsambol — November 2, 2015 — Marketing
Coca-Cola's 'Wish in a Bottle' campaign created one of the most elaborate stunts to the surprise of festival-goers in Israel. As part of 'Coca-Cola Summer Love,' a massive outdoor festival, Coke handed out specially made bottles that triggered fireworks.
To execute the stunt, bottles were handed out and people were told to give it to someone they were with, whether a spouse or friend. Once the bottle was opened, a Wi-Fi signal was sent to a drone that flew 1,000 feet in the air, and automatically released a firework that resembled a shooting star. Lucky participants were not only treated to a shooting star in their honor, the Wish in a Bottle campaign also granted them a wish. One person was singled out, who wished to DJ a massive party. Once his firework lit off, the teenagers wish of DJing a party came true.
To execute the stunt, bottles were handed out and people were told to give it to someone they were with, whether a spouse or friend. Once the bottle was opened, a Wi-Fi signal was sent to a drone that flew 1,000 feet in the air, and automatically released a firework that resembled a shooting star. Lucky participants were not only treated to a shooting star in their honor, the Wish in a Bottle campaign also granted them a wish. One person was singled out, who wished to DJ a massive party. Once his firework lit off, the teenagers wish of DJing a party came true.
Trend Themes
1. Experiential Marketing - Creating unique and memorable experiences for customers through creative marketing campaigns that involve innovative technology such as drones and Wi-Fi signals.
2. Custom Packaging - Designing and producing special edition packaging that incorporates technology, such as Wi-Fi signals, to enhance the customer experience and create a lasting impression.
3. Interactive Promotions - Engaging customers in interactive promotional campaigns that go beyond traditional marketing methods and involve technology to make an emotional connection with the audience.
Industry Implications
1. Food and Beverage - Innovating marketing campaigns and custom packaging in the food and beverage industry to create memorable experiences for customers and stand out among competitors.
2. Event Planning - Incorporating innovative technology such as drones and Wi-Fi signals to create immersive and interactive experiences for event attendees and enhance event planning services.
3. Advertising - Developing and executing interactive and creative advertising campaigns that utilize cutting-edge technology to capture and engage target audiences.
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