CASE STUDIES
"Liquid & Linked" Pilot Program Creative Pitch
STORY
The Coca-Cola freestyle fountain now has a companion mobile technology that revolutionizes the process of mixing over 100+ beverage tastes.
UNIQUE SELLING POINT
The Coca-Cola freestyle mobile app is the only technology that empowers the consumer to precisely design their very own perfect beverage taste mix and dispense it touch free.
OBJECTIVE
Create awareness of the CCF mobile app, introduce its capabilities and interest people in downloading it in order to experiment with the locating / mixing / naming / saving / sharing / ordering functionality of the app so they will have a means to standardized repeat purchases. This personalized standardization should translate into faster fountain lines, thus more products sold.
TARGET AUDIENCE
Teens & Young Adults 18-24, social, tech savvy
IDEAL CONSUMER RESPONSE
"I just invented the perfect drink on my Freestyle app. If you want to taste something great, dial in 43% Diet Coke / 24% Cherry Coke / 33% Powerade Zero."
Users are excited about their app mix creations, confident in their superiority and eager to share them directly and on social media. They want to be seen as taste leaders and tech leaders.
Campaigns
What's your secret formula?
#myformula
For over 100 years, the only true secret formula has been the domain of TCCC. Now, the CCF app is putting the incredible magic of refreshing creation in the hands of consumers themselves so they can invent their very own secret formulas. The CCF revolution made beverage integration open sourced. The CCF app's precision technology takes consumer empowerment even further; consumers can now hack their perfect personal taste code. The Freestyle app makes everyone a Pemberton.
The focus here is on the thrill of the concoction process. The app brings out the inner alchemist, whether you're a teen or a celebrity. Being hot on the trail of discovering the secret formula leads to obsessive mixing experimentation. And more experimentation leads to more sales.
Campaign:
Campaign:
Your Freestyle remote
#hellofreestyle
The beautifully designed Freestyle fountain is made even more user friendly by handheld personalized control. "Your Freestyle remote" romances the technological bond between the app and the fountain. That bond becomes the mechanism by which people connect–connect to the fountain, connect to their perfect taste, connect to each other.
The two most compelling features of the app–precision mixing and touch free ordering–are showcased in this process oriented campaign.
The effect–a delicious tasting beverage–is always related back to its origin cause–app usage.
Videos
Campaign:
Mmm.Taste this.
#tastethis
This campaign highlights the inherently social nature of the CCF app and user's playful experimentation with new tastes.
It's that exciting Eureka! moment when you take that first sip of a brand new taste sensation. Your natural reaction to this new pleasure is "Mmm. Taste this." You want your companions to experience your discovery right then, so you hand it to them. Only "it" is now the app. Instead of just a one time beverage sip, you're now able to share the precise and repeatable high tech key to your taste invention. Your delicious concoction can be a gift that keeps on giving. Mixers share out of a sense of pride, generosity, personal expression or competition.
Executions
PLATFORMS: Billboards | Videos | Vines | Social Posts
Billboards
Their First Mix
A timid 18 yr old young man stands before a Freestyle fountain unable to decide what brand combination he wants. The line behind him grows restless.
A confident young lady walks up, waves her saved app mix, smiles and walks away. The boy tastes her dispensed concoction. It’s delicious.
He nods a thank you for the discovery to the girl, now seated. She motions for him to share her table. Me? he thinks. Cool. He joins her. They start to bond over her showing him how it all works on the app.
Tag: Connect with the Freestyle app
#hellofreestyle
Girls & The Goldilocks Mix
A group of high school girls are gathered around a table near a Freestyle fountain. They have many cups of soft drinks out on their table.
They move back and forth from the fountain where they swipe their app mixes and bring more drinks back to the table for swapping and sampling, sharing and giggling.
This one’s okay. This one not so much. But this one is just right.
Tag: Mmm. Taste this.
#tastethis
Vines
Put a Freestyle in your phone
A 20 year old guy, on top of ladder, pushes down on the top of a Freestyle fountain. The Freestyle scrunches down to half its size.
The guy, on the ground beside the shorter Freestyle, lays one hand on the floor beneath it and the other hand on top of it. He squeezes the Freestyle further down.
The guy pinches the remaining Freestyle between his thumb and index finger into a little speck.
He presses the Freestyle speck into the face of his phone.
The cover page of the Freestyle app with logo appears on his phone.
The guy puts his phone to his mouth and he drinks the beverage that comes out of it.
#hellofreestyle
Social Posts
Freestyle App Magic
A crowd is gathered around a cool, young street magician, who stands a distance from a Freestyle fountain showing there is nothing up his sleeves.
MAGICIAN:
I’ll now magically mix my perfect drink.
He surreptitiously waves his phone at the Freestyle and it begins to pour his drink.
He gets called out by a woman in the audience who has figured out the trick.
WOMAN IN AUDIENCE:
(yelling) I saw that; he used his app.
CU on the magician’s playbill with “Coca-Cola freestyle app” info on it.
#myformula
Perfect Mix
A “real” 20-year-old girl faces a Freestyle fountain. She waves her phone to order. The drink pours.
GIRL (to camera):
I just invented the perfect drink on my Freestyle app.
She holds her phone out to the camera. On it is her saved favorite mix.
GIRL (V.O.):
Dial in
43% Coke
24% Sprite
and 33% Powerade.
#tastethis
Mixed Results
CU on a finger setting the Freestyle app’s mix wheel to Coca-Cola 45% / Sprite 30% / Powerade to 25%.
A 20 year old woman’s selfie with a big smile on her face after sipping the formula.
CU on a finger setting the Freestyle app’s mix wheel to Coca-Cola 33% / Sprite 30% / Powerade to 37%.
A 20 year old woman’s selfie raising her fist in the air after sipping the even better formula.
CU on a finger setting the Freestyle app’s mix wheel to Coca-Cola 40% / Sprite 29% / Powerade to 31%.
A 20 year old woman’s selfie leaping into the air with joy after sipping the perfect formula.
CU on phone with CCF app cover page
#myformula
CCF Generated Posts
Trending Tastes
What are the most popular tastes? Is yours one of them? Determined by Freestyle big data.
Celebrity Secret Formulas
Can you guess the secret formula of the weekly featured famous person? Winners gain points and social cred.
Have You Tried...?
3 daily mix suggestions based on brands that need a little sales assistance.
App Tips
It's easy to use the Freestyle app. Did you know you can find the nearest Freestyle with your app?
User Generated Posts
Mixboard
Users submit their perfect mix formulas and vote on the best tastes on this Freestyle community forum.
Trending Names
Users submit their saved favorite names and vote on the coolest names posted. (CCF regulates postings to keep submissions clean.)
So you think you're a Mix DJ...
User Drink Jockey's submit selfies and stories that support their claims of drink superiority.
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