Coca-Cola Zero Sugar has partnered with Tesco in a media first, launching a nationwide DOOH campaign and interactive AR-powered giveaway, inviting consumers to #TakeATaste Now.
The innovative activation will see consumers interacting with DOOH screens to claim a ‘digital bottle’ of Coca-Cola Zero Sugar using augmented reality technology, before going on to claim a real one from any nearby Tesco store.
Powered by EssenceMediacom, DOOH.com, Studio Dialect, and JCDecaux, the campaign is the first ever two-way controlled DOOH and AR experience, allowing consumers to interact with the screens and change the 3D creative on any screen in real time using their mobile device.
The digital out-of-home campaign has gone live today across London’s largest OOH screen – Piccadilly Lights – as well as in other major cities across the UK, and will be running for three weeks until 15 October.
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“The campaign builds on our ‘Best Coke Ever?’ platform which is designed to trial among those who refuse to compromise on taste in choosing zero calories,” said Laura Moon, senior brand manager for Coca-Cola Zero Sugar.
“By using interactivity and gamification, this is a fun and digital-first approach to sampling whilst living and breathing our Real Magic philosophy.”
The #TakeaTaste Now campaign will roll out across over 850 formats, including digital 6-sheets, M-Visions and Transvisions. It will also be supported by influencer partnerships across Instagram, sharing entertainment-led content and game hacks.
The activation will be live across the following UK cities: London, Birmingham, Manchester, Leeds, Nottingham, Glasgow, Lakeside, Bluewater, Newcastle, Cardiff, Stoke-on-Trent, Bristol and Liverpool.
Those who have redeemed will also earn gamers points on the official Coca-Cola app, allowing them to enter into some of Coca-Cola largest giveaways.
