Coca-Cola Zero Sugar has launched ‘#TakeATaste Now’ – an innovative AR giveaway and a nationwide DOOH campaign in partnership with Tesco Group, which invites fans to #TakeATaste of Coca-Cola Zero Sugar.
This trial-driving campaign is the first large-scale two-way controlled DOOH and AR experience by Coca-Cola.
For the first time consumers were able to change the 3D anamorphic creative on any screen in real time using their mobile device. People were able to scan the QR code on the OOH screens to grab a digital bottle of Coca-Cola Zero Sugar on their mobile device powered by the DOOH.com ‘Connect’ platform, before receiving a digital voucher to claim a real 500ml bottle, including its Cherry variant, in Tesco stores. Those who redeemed also earned gamers points on the official Coca-Cola app, allowing them to enter into some of Coca-Cola largest giveaways.
The ‘#TakeATaste Now’ campaign went live across the UK including on London’s largest OOH Screens – Piccadilly Lights – the first time consumers will be able to interact with the screens via their mobile devices.
“The campaign builds on our ‘Best Coke Ever?’ platform which is designed to trial among those who refuse to compromise on taste in choosing zero calories. By using interactivity and gamification, this is a fun and digital-first approach to sampling whilst living and breathing our Real Magic philosophy” said Laura Moon, senior brand manager for Coca-Cola Zero Sugar.
The playful, interactive OOH campaign was supported by influencer partnerships across Instagram to drive awareness and participation through entertainment-led content and sharing game hacks with their follower base.
The #TakeaTaste Now campaign rolled out across over 850 formats, including digital 6-sheets, M-Visions and Transvisions. It was live in major cities in the UK, across the following sites: London, Birmingham, Manchester, Leeds, Nottingham, Glasgow, Lakeside, Bluewater, Newcastle, Cardiff, Stoke-on-Trent, Bristol, Liverpool.
We are proud that this campaign was made possible by our partners at DOOH.com, EssenceMediacom, Studio Dialect, and JCDecaux.
This article was originally published in Little Black Book.
