Coca-Cola, which is at the forefront of advertising marketing, can always play with new tricks. In Canada, which is catching up with technological trends, Coca-Cola will naturally not miss the marketing effect of AR (Augmented Reality) technology.
Coca-Cola has now partnered with Spotify, the world's largest streaming media music platform, to use AR technology to design a Coke that can play music and add a little bit of cola this summer. The printing of special bottles or cans is handled by the famous AR marketing company Blippar. Users can download applications from iTunes or Google Store. The application can play in turn when targeting Coca-Cola or Sprite bottles with promotional labels. 189 kinds of music on the Spotify list.
Once the app is unlocked, the user can save the playlist. At the same time, the user can also adjust the music playback sequence by twisting the bottle body. The cover of the corresponding song is also displayed around the bottle by the application on the mobile phone side, like a Coca-Cola music player.
The AR marketing plan will be part of a return to Canadian marketing campaign. It is estimated that in Canada, about 30 million bottles of Coke with AR music ads will be produced in Canada in 2017.
As the world's largest beverage manufacturer, approximately 1.7 billion people worldwide consume the company's products, which is inseparable from its classic marketing over the years, from simple content marketing to digital marketing with multi-effects superposition, and marketing of Coca-Cola. The plan is also advancing with the times. This time through the AR technology to create is to cater to Canadian cultural background and lifestyle of cultural marketing.
Michael Samoszewski, vice president of marketing at Coca-Cola Ltd., said: “Music is a common language. No matter what your cultural background, you can always find a sense of belonging in music. We are very happy to bring music Cola in the form of AR this summer. With their favorite music, Canadians can enjoy the comfort and coolness that Coca-Cola has brought them in this long summer."
Now AR and VR advertisements are no longer new and have continued to grow. Advertisers demand AR or VR technology as a means of connecting paid viewers.
Previously, Coca-Cola has been involved in the application of these two technologies. For example, Coca-Cola and Tmall collaborated on an AR interactive game called “Taking the Bottle Treasure Treasure Hunt†to create a marketing model of “AR Advertising + E-Commerceâ€. In 2015, it launched VR Christmas Creative Advertising, and has also done so. Packaging becomes environmental marketing for VR devices.
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