I’m very aware that this is my second ‘Coca Cola’ orientated article in a row and I don’t want to turn this into a corporate blog (although if you’re offering??!) but this is pretty damn sexy!
Please see the video above… this was installed at the National University of Singapore by marketing company Ogilvy & Mather.
As Anthony Kosney points out the genius of the campaign is that “In a world where Facebook likes and photo comments are considered “social gestures,” manipulating consumers to make specific gestures is top-of-mind for marketers today. This campaign[…] is an incredibly overt version of this trope.”
The reason I like it, however, is the physical association of a ‘Hug’ with Coca Cola. An action is always the most memorable. In a digital landscape users often forget sites they have visited, purchases made, twitters followed and fan pages liked – that’s because the only aspect of that experience that ever changes is a small area of our vision – the patch of screen on the device we’re using.
Our minds are wired to remember the physical experiences and journeys. Experience is multisensory (which is often why remember unrelated things when we taste or smell something out of the ordinary). Here Coca Cola are associating many sensory appeals – visual (the brand), touch (the machine) and taste (the product). Get a user to perform this task multiple times and it’s not too far fetched (well, maybe a little) to assume that they might remember the taste of the drink the next time they hug their partner, or feel like they’re getting a hug when they see the classic Coke brand.
With my digital cap on I can’t help but wonder how this might marry up to Coca Cola other social project (CLICK HERE) might work!
This is an interesting concept… if a little troubling… and it makes me wonder about what the real-life implications might be.
Real-life-liking (in this incarnation) seems to be just the act of promoting what you’re doing. However it seems to me that this could, in the future, work along the lines of the Pay With A Tweet service.
This could work on those occasions when the value of brand-promotion is greater than the profit of the item. For instance – when people are giving away product sample outside train stations… they are bargaining on future purchases and word-of-mouth marketing.
However, imagine if you were given the sample in return for a automatic tweet or like… instantly the brand would be promoted to your 500+ friends and followers.
The difficulty is the technology. CocaCola relied on RFID chips and pre-saved Facebook data. You would, I suppose, need some kind of Oyster Card type device or a scannable app that could be read at the stand.
It’s at times like this that I wish I worked for a mental health charity…
I’m trying to be very careful about how I word this so please forgive me if this sounds a little clumsy… but:
Whether or not Samantha Brick is actually a sufferer of a mental health condition, yesterday sure would have been a good day for self promotion.
I’ve just done a few cheeky sweeps of some of the main mental heath charity twitter and facebook feeds and there was no mention of the woman who was rapidly becoming a twitter sensation.
I’m not saying any one of these charities should have been wandering around diagnosing Mrs. Brick with x or y… but, as voices of reason and care a subtle tweet along the lines of…
“A lot of questions being asked over the mental health of #SamanthaBrick – find out more at…”
…wouldn’t have been all that bad?
Or is that just me?