While the Australian 'Share A Coke' campaign was a major hit, an American activation entitled 'The most outrageous way to share a Coke' would be a strong competitor when it comes to marketing innovation. The video documents the creation of a Rube Goldberg-inspired machine at an American university that endeavours to create the most exciting way to share a Coke.
The outrageously-elaborate contraption comes to life across two labour-heavy days, thanks to the work of twelve engineering students from colleges' Harvey Mudd and CalTech. Somehow, they manage to incorporate a world of wierd and wonderful things into the machine, including a bowling alley, a giant moving pac-man, a drum set, Coke's iconic polar bear mascot and the 'Double Rainbow' internet meme.
And just when you thought it couldn't get any more obscure, a dummy is flung several metres into the air, collapsing onto a giant card-house style structure built out of mattresses. The end result is nothing short of a show-stopping celebration, complete with fireworks, streamers, music, cheering and an esky full of ice cold Cokes.
The initiative is a partnership with Ryan Secreast Productions, and features an additional Facebook campaign called 'Ahh Giver' which allows consumers to send friends a bottle of Coke with their own personalised message.
However, this latest spot is hardly suprising given the drink giant's affection for large-scale, international out-of-home stunts. Since 2010, the brand has released a series of videos called 'The Happiness Machine' and 'The Happiness Truck' which showed consumers being treated to giant sandwiches, popcorn and cupcakes in addition to Coke. The stunts have spanned worldwide across India, the UK, Asia and South America.
The 'Share A Coke' campaign launched in Australia in October 2011 and has since reported an 870% increase in Facebook traffic.
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