Among the big brands, Coca-Cola has remained one of the more innovative companies in recent years. From their Open Happiness global campaign to these smile-inducing Happiness Machine launches:
The Happiness Machine campaign is one of my all-time favorites; there is no better advertisement than pure unsolicited enjoyment from your product. In reality, any beverage brand in the world could have done this exact same thing. It doesn’t take millions of dollars or expensive production, just rewards unknowing people with soda and maybe a little something else. That recognition of knowing how to simplify and then amplify a brand message is part of the reason why Coca-Cola has remained on top of its game and atop of global beverages sales for years.
So, in order to help facilitate downloads for their Coke FM website, the company put together a concert for a popular local band in South America. Again, not an original idea, but the company went one step further. They placed the band, 50 meters in the air, on a stage set up high above the audience. Of course, if you are a fan of the band, you would rather see them up close. So if the band is 50 meters in the air, and the audience is on ground level, what is there to do?
Well the people at Coke, wanted to push their Coke FM downloads and increase awareness of the site, so they devised a mechanism that allowed the band to be lowered a few meters closer to the ground each time a member of the audience went to the website and downloaded one of the band’s many songs. Needless to say, the campaign was a success. Sometimes advertising and branding doesn’t take unprecedented ideas to be successful, just some minor tweaks and maybe a 50 meter declining stage.