Guest Editor Ali writes:
This week I’d like to share thoughts on Coke Zero’s most recent activation stunt, forming part of their ”Unlock the 007 in you” European campaign that promotes their partnership with Skyfall. The activity was held at a train station in Belgium last week, giving commuters the chance to take on a Bond-esque mission in order to get their hands on exclusive Skyfall cinema tickets. A vending machine was set up for unsuspecting Coke Zero drinkers, who were set a challenge upon purchasing a drink. They were tasked to get to platform 6 within 70 seconds, and along the way were a series of staged obstacles, challenging them to find their ‘inner 007′ to make it in time. The viral has already received over £3 million hits, and although the authenticity of the case study can certainly be questioned (as the participants look suspiciously well groomed to us!), I think the activity exemplifies a fun and clever way to bring out great value from a sponsorship deal and works well as an extension to their recent TV spots.