/ REAL LIFE 'LIKE'
18 August 2010
Coca-Cola brings Facebook to holidays
The real and virtual worlds have come one step closer, thanks to a campaign for Coca-Cola via Publicis e-dologic and Promarket in Israel.
The brand has been connecting with teens at its Coca-Cola Village in Israel. Each of the visitors was provided with a bracelet containing an RFID tag, which, when touched to a sensor, linked back to its Facebook page, transferring the like from the physical world into the virtual.
The 650 visitors who were in the Village at any one time contributed to up to 35,000 pieces of content per group over their three day stay. Each visitor posted an average of 54 branded pieces of Coke merchandise to their facebook page.
Teens were invited to gain their place at the Village by teaming up with eight friends, collecting 10 bottle caps each, and then paying a nominal fee, completing the branded experience from start to finish.
The Facebook 'Like' action is often derided as a gesture that has become almost meaningless - a virtual grunt of recognition. However, by associating it with a real world action the Like button can be reassociated with a genuine emotion, while concurrently gaining Coca-Cola an online word of mouth boost, provided by Facebook's viral capacity.
The online experience was extended thanks to a photographer taking shots of visitors to the village. If he read their RFID tag after taking a photo, the pictures that were uploaded to Facebook would automatically be tagged.
What's not to like about this holiday? A great time with your friends, with the kind of immediate integration on Facebook that would be happening anyway, helping attendees to start enjoying things in retrospect.