The latest salvo in Coca-Cola's battle for global supremacy recently launched in South Korea, not with a bang but with a pop song.
The soda behemoth's latest viral video shows an inventive interactive digital out-of-home branding campaign using a kiosk, augmented reality and interactive digital signage.
Part of its global integrated "Open happiness'" campaign launched three years ago, the Coke dance machine grabs passersby attention with callouts from members of the South Korean boy band 2PM; shows viewers on-screen with the band members on a multiscreen video wall; and then gets them to dance along with the band, dispensing free Cokes to people who mimic the right moves.
According to numerous online sources, the kiosk integrates Microsoft's Xbox Kinect technology to make the machine gesture interactive, and Coca-Cola South Korea posted the video, below, that quickly went viral (almost 1.2 million views and counting) on YouTube about a month ago:
According to "Branding Unbound" and "The On-Demand Brand" author Rick Mathieson on his blog, Coca-Cola U.K.'s head of digital marketing, Prinz Pinakatt, has talked "about how Coca-Cola builds brand love through digital + physical experiences like this."
"Throughout its history, Coca-Cola has always tried to express a refreshingly positive view of the world," said Joe Tripodi, chief marketing and commercial leadership officer, The Coca-Cola Company, in the 2009 announcement of the global campaign. "Open Happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life there still are opportunities, every day, to find a moment to recognize life's simple pleasures. This new campaign reminds people that Coke is always there to offer that small moment of fun and refreshment when you need it."
Looks like this latest deployment is an innovative example of one of those small moments of fun and refreshment.