Title | CAPS UP FOR GRABS |
Brand | COCA-COLA (CHINA) COMPANY |
Product / Service | COCA-COLA |
Category | A06. Best Use of Digital Media in a Promotional Campaign |
Entrant | McCANN WORLDGROUP Hong Kong, HONG KONG |
Entrant Company: | McCANN WORLDGROUP Hong Kong, HONG KONG |
Sales Promotion/Advertising Agency: | McCANN WORLDGROUP Hong Kong, HONG KONG |
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 |
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?
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.
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.
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.