What does a Wearable Movie and a Japanese Subway Station Have in Common?

Coca-Cola’s Wearable Movie 

<Via Pop Sop>

Coca Cola sent out 600 unique T-shirts to its most passionate fans, asking them to take a picture of themselves wearing it and uploading it to wearablemovie.com. Each picture became a frame of a video, in which two characters do everything they can to make some lips smile. Obviously, all it takes is a sip of Coke. The video was then 

Fastweb’s Tokyo Station

<Via Simply Zesty>

Fastweb is a high-speed internet brand in Italy and wanted to demonstrate the product’s speed through a memorable experience. Their insight is “a better line allows you to get anywhere int he world faster.” To bring that idea to life they transported people traveling to Milan’s train station to Tokyo’s subway station without changing their travel time. To do that, they recreated Toyko’s station full with OOH ads, actors, and food stands. The OOH ads had QR Codes on it that provided instant translations of the Japanese ads.

 

Why I’m Curious

A number of brands try to create innovative, experiential branding projects that often purely exist for the brand, its most loyal fans, and agency folks. But these two in particular are interesting for two reasons: (1) their use of technology and (2) their reach.

In terms of technology, Coke’s project was much more rooted in using technology to identify its fans, to amplify its reach, and to actually create the video. The end result was intended to be a digital product that communicates its brand message, though it was created in the physical world. Fastweb’s project on the other hand seems to be mostly focused on the physical world and only extended by digital, when those who experienced the event posted it on their social channels or when they actually scanned a QR Code. 

This brings us to reach, which is more directly linked with ROI for these projects. It appears since Coke’s project was digitally based it earned more media on digital and was easily shareable during the creation process and after the final video was created. Fastweb’s initial experience may have reached more people, but since there were so few digital integrations, its reach was rather limited.  

Ultimately, it seems digital needs to be seamlessly integrated into the project, from ideation through creation of the final product or experience in order to maximize the opportunities for sharing and amplifying reach. 

 

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