Every year, Coca-Cola Israel brings 10,000 young people to the Coca-Cola Village, a summer holiday resort designed for teenagers. Coca-Cola’s agency, Publicis E-dologic, was tasked with raising awareness for the Village, while allowing those at home to be part of the experience.

How do you promote an “experience” via social media? You make the experience social. And in this case, E-dologic took it one step further by introducing “The Like Machine,” a new approach to connecting the real-world experience to the online community and the world’s first real-life RFID event tied to Facebook.

Here’s how it worked. RFID devices were installed at facilities throughout the Village, and each guest received an ID bracelet that transmitted an RFID signal. The guests were then able to use the bracelet to “Like” each of the Coca Cola Village facilities. For example, a guest could place her bracelet next to the RFID device at the pool, and this would automatically post a Facebook message on her wall stating that she “Liked” the pool at the Village. There was also a photographer circulating throughout the Village with an RFID device; guests who were photographed could “touch” the photographer to automatically upload a pre-tagged picture to the Coca-Cola Village Facebook Page.

The result was more than 54,000 “Likes” for the Coca-Cola Village Facebook Page, making it the most “Liked” fan page in Israel, and millions of social media interactions.

No related posts.