Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
Coca-Cola is making personalization a big push.
First it was Coke bottles with your name on them, then it was a personalized highway billboard. Now Coca-Cola is taking its personalization of its brand for its fans one step further. To promote its new mini-bottles in Israel, Coke — with the help of agency Gefen Team — is using 3D printing to let fans make mini figurines of themselves.
For the “Mini-Me” campaign Coke invited a few lucky fans to its main factory in Israel to have 3D-printed versions of themselves made. In order to get the chance to go to the factory for the 3D printing, fans had to download a special mini-me mobile app and create digital mini versions of themselves, which they had to take care of Tamagotchi style — like going grocery shopping to feed it.
Winner were chosen from those who participated in the app mini-me game and were invited to the Coke factory to have their 3D-printed mini versions of themselves made. Participants got a special full-body scan to make the blueprints for their 3D-printed mini figurines, which were then printed on-site.
It’s a neat campaign that gives people — well, at least a few people — access to a hot, new technology. The app is a nice way to add an experience for many more people.
Watch the video to see the Mini-Me process.
More in Marketing
Future of Marketing Briefing: The tells and flops that will define Omnicom-IPG mega holdco
The real story will sit in how this newly fused entity behaves — whether it breaks from the patterns that defined both parents or simply scales them.
In Graphic Detail: CMOs at a crossroads of power and proof
CMOs are closing out another year defined by churn and shifting ground.
As Black Friday nears, fake apologies from brands are all over Instagram
Brands have taken to social media in advance of Bliack Friday to ask followers for forgiveness. The catch: They’re apologizing for their products being too good.