CAPS UP FOR GRABS

TitleCAPS UP FOR GRABS
BrandCOCA-COLA (CHINA) COMPANY
Product / ServiceCOCA-COLA
CategoryA06. Best Use of Digital Media in a Promotional Campaign
EntrantMcCANN WORLDGROUP Hong Kong, HONG KONG
Entrant Company:McCANN WORLDGROUP Hong Kong, HONG KONG
Sales Promotion/Advertising Agency:McCANN WORLDGROUP Hong Kong, HONG KONG

Credits

Name Company Position
Spencer Wong McCann Worldgroup Hong Kong Chief Creative Officer
Nick Lim McCann Worldgroup Hong Kong Executive Creative Director
Mark Kong McCann Worldgroup Hong Kong Creative Director
Daniel Cheung McCann Worldgroup Hong Kong Senior Art Director
Menu Tsai McCann Worldgroup Hong Kong Senior Art Director
Rika Kojima McCann Worldgroup Hong Kong Art Director
Tonkie Chan McCann Worldgroup Hong Kong Art Director
Kitty Tang McCann Worldgroup Hong Kong Interactive Art Director
Henry Wong Kitchen Ltd. I.T. Director & Developer
Mark Kong McCann Worldgroup Hong Kong Copywriter

The Brief

Generations of consumer have pried opened Coke bottle caps, anxious to discover if a prize was printed inside. This wasn’t just an exercise in shifting more product, this was a chance for everyone to open happiness. But now the surprise slowly faded, is it possible for us to re-invent this classic experience for the digital age?

Describe how the promotion developed from concept to implementation

Leveraging on smart phones’ sound-detection and accelerometer technology, we launched Hong Kong’s first commercial that actually let you catch Coke bottle caps out from TV. The promotion was started by downloading our app, and used the phone to catch tumbling caps and won instant prizes, discounts, mobile games and exclusive virtual collectibles whenever you saw the spot on TV, cinema and OOH.

Describe the success of the promotion with both client and consumer including some quantifiable results

At the heart of this campaign it was a digital gaming experience, by transforming a traditional TVC from passive viewing into active participation. For every prize caught on TV screen, could become a chance for everyone to open happiness. Once people got smart to how we did it, they released the spot’s viral potential on youtube, where they enjoyed endlessly repeated gaming.

Explain why the method of promotion was most relevant to the product or service

At the heart of this campaign it was a digital gaming experience, to transform passive viewing of a traditional TVC into active participation. For every prize caught on TV screen, become a chance for everyone to open happiness. Once people got smart to how we did it, they released the spot’s viral potential on youtube, where they enjoyed endlessly repeated gaming.