McCann Erickson Romania worked with us to develop a top notched digital project which was used for the BTL activation of Coca-Cola during EURO Cup 2012.
Coca-Cola developed a national promotion “Lets get crazy”, released to promote their partnership with UEFA European Football Championship EURO 2012. Fans could win tickets to Euro 2012, limited editions of Coca-Cola cans collection and Euro 2012 personalized balls, signed by the players of the national football team of Romania.
Football fans were invited to transform themselves into crazy-funny-party going characters both through ATL activation (TV and print ads) and through BTL activation (with our digital project consisting of the following technologies: Kinect app, iOS and Android apps, website and Facebook integration).
Specially designed Kinect for Windows booths were located in several places in Bucharest, in AFI Cotroceni, Baneasa Shopping City, Sun Plaza and in subway stations Obor, Piata Victoriei and Piata Unirii 2 1. Kinect technology moved the sports experience to cyberspace. With a simple movement of the body, fans who interacted with the Kinect sensor turned into one of the characters from the Euro 2012 TV spot.
“We are pleased to offer consumers an extra Coke innovation in the Euro 2012 campaign. Through the integration and communication between the next generation platforms, we offer an outstanding flexibility for the fans to interact in the online environment, “said Nicoleta Eftimiu, Senior Marketing Activation Manager SSDs Romania and Moldova.
The booths were in place for three weeks and more than 10,000 fans were engaged in the project locally. Moreover, McCann Erickson created a big buzz on online and main TV stations where big stars and famous athletes were transformed with the help of this technology.
This video shows Catalin Maruta’s transformation, live, during the Happy Hour show, one of the main TV shows of PROTV station.
Project: Coke Transformation
Ad Agency: Universal McCann, Romania
Design Studio: Mind Treat Studios
Android Development: mReady
3D artist: Nathan Azopardi