World of Coca-Cola

Recap of an Experiential Marketing Summit 2016 Session

By REBECCA DELLINGER, Marketing Intern

Ok, you’ve learned the basics of Experiential Marketing 101. You know how to get your audience’s attention. Now how are you going to keep them interested? The World of Coca-Cola successfully draws people into their brand and keeps their attention there.

Craig Lovin from the World of Coca-Cola and Joel Krieger from Second Story took us into Coke’s successful creative installments to show why they work so well.

The main concept is simple. When people are having fun, they are obviously going to stay engaged for a longer period of time. The question is, how do you make something fun for an audience of all kinds of ages, nationalities and demographics?

During an educational session at Experiential Marketing Summit (EMS), Lovin and Krieger went over some things to consider when creating an experience. If something is high tech, it should definitely include a high touch element to make it interactive or engaging in some way. Also, it is important to combine this playfulness and interactivity with a personal touch.

personal touch marketing

With so many digital solutions available, it’s important not to forget the human interaction element while executing experiential marketing in the age of technology.

People will have more fun if you have the right principles incorporated into whatever playfulness you are trying to create. Here are the six (6) principles of play that they suggest considering:

1) Create – The feeling of making something yourself is rewarding, especially if you don’t see yourself as creative. If you can give that feeling to someone, they will feel more happy and engaged.

2) Compete – In sports and games, the competitive edge is what makes them fun! Adding an element of competition can be as simple as giving someone a task to complete or a goal to reach.

3) Imagine – When people think imagination, they often think of a carefree child being transported to another world. Try to spark someone’s imagination so they’re immersed in the experience, no matter their age.

4) Perform – You don’t have to be a professional in order to perform. This principle is about giving someone the right tools and the stage to show their talents.

5) Direct – People like to feel like they are in control of something beyond themselves. Give people agency to keep them engaged.

6) Ride – On the flip side of direct, people also like to let go and just enjoy the ride. If they can release their worries, they can certainly have fun!

Lovin and Krieger explained how the creative installments at the World of Coca-Cola in Atlanta incorporate these six principles of play.

Their mobile app adds to the experience by adding filters to guests’ pictures and having fun fact pop ups based on their location within the World of Coca-Cola. Their bubble-izer turns guests’ images into bubbles of Coke, which is both interactive and personalized. Coca-Cola’s taste-maker puts the guest in power with tactile controls that they use to try recreating Coke’s secret formula on a screen. Guests can get creative with sharing their stories on a touch screen that displays stories that have previously been submitted. They can add a personal touch by customizing fonts, designs and their signature. My Coke art is another opportunity for creativity where guests can be inspired by existing artwork and make their own that the World of Coca-Cola displays. All of these exhibits embody high tech and high touch experiences.

Looking at all of the possibilities of experiential marketing, it’s the hands-on consumer engagements that really matter.

When you can create something unexpected, your audience will be more entertained. Make things both personal and playful. Remember, something digital is not always interesting on its own – it’s the human interaction that will make it a memorable experience.

If you’re ready to incorporate playfulness into your next marketing campaign, please contact us to get started!