Engaging consumers and leaving a memorable impression is a quest not unfamiliar to most brands. The challenge, however, lies in accomplishing this in a novel way that creates positive experiences, and that will result in good word-of-mouth.
Vanilla Coke, in a joint venture with experiential specialists Yellow Crossing, recently crafted an all-out cinema programme to reward people's curiosity in movie theatres around the country.
To Yellow Crossing, who has created various innovative concepts for agencies and their clients, the brief from Vanilla Coke was clear: "We want to meet, interact and impress people, whilst informing them of the Vanilla Coke/ Shark tale promotion. We want to make a bold and rewarding statement."
The challenge, according to Anjela da Silva, Yellow Crossing MD, was to get moviegoers to engage with the brand and ensure that a positive experience was delivered. To this end moviegoers were enticed to demonstrate how they would 'reward their curiosity' using a Vanilla Coke can.
Whilst in 'the act' their photos were taken using a cell phone. A winner was chosen randomly from all the photos taken, and his/her 'winning image' was then merged with a commercial and broadcast to the relevant movie house within minutes.
Says Da Silva: "This resulted in quite a bit of hysteria as no-one expected to see their own photo on screen whilst the ad reel was playing. Just imagine... you are sitting in a packed movie house eagerly waiting to see your movie when all of a sudden your image is on screen, and you are being asked to step-forward and collect a prize."
The secret behind the success of the campaign is Yellow Crossing's interactive product, LiveXperience!
Explains Da Silva: "LiveXperience! is an experiential marketing platform that enables advertisers to make contact with people in an entertaining manner. As it is not a creative concept, but a tool that allows people to wrap creative ideas around it, LiveXperience! can be used over and over again. The possibilities are truly endless.
Says Najat Hajaig, Vanilla Coke Account Manager at Mortimer Harvey: "The beauty of LiveXperience! is that it allows brands to create mass impact that results in an instant win scenario. Furthermore, the joy of winning is shared with a captive audience. It's seeing your face on screen that makes the experience so memorable."
The campaign resulted in an instant win for 58 winners, but reached nearly 25 000 people either directly or indirectly.
Says Da Silva: "The Vanilla Coke winners were taken completely by surprise when they saw their picture on screen. Their reaction combined with the audience reaction resulted in a very memorable experience for all the participants. I think that the images of how people interpreted the challenge speak for themselves and are testimony to Vanilla Coke's impact in the market."
