Coke Zero is connecting their product with the latest James Bond film, Skyfall, yet again. In addition to their TV spot which shows a male character unleashing his inner 007 after drinking a Coke Zero and getting the girl of his dreams against all odds, Coke Zero also brought this idea to life in the physical world. They challenged unsuspecting train passengers to unlock exclusive tickets to the premiere after purchasing the product via vending machine. People had to go the extra mile and unlock their inner 007 in less than 70 seconds to win.
Why I’m Curious: Not surprisingly, this work does several things right: it is truly integrated, it connects the product to the sponsorship in a meaningful way, and it creates an experience that fans actually want to work hard for.