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Daily Dose of iQ: Coke Zero Skyfall Promo Turns Regular Guys Into 007
An interactive vending machine promo in what appears to be a London train station was videotaped and posted on YouTube.
The video description from Coke Zero reads, "Coke Zero challenged unsuspecting train passengers to unlock the 007 in them for their chance to win exclusive tickets for the new James Bond movie SKYFALL."
Have a look at the video, below:
When I first watched the video, I imagined there would be some sort of interactive element to the vending machine. What happened next took the experience out of the computer and into reality, by making the user participate in something completely surprising and unknown. What was great was that the users fully embraced the experience and took the challenge without thinking twice.
If given the opportunity, I would absolutely embrace a challenge like this! It seemed really easy to get right away too, as the user's mission was easy to understand, so the call to action was taken almost immediately.
It seemed totally fun because the challenge was merely to get to the second machine, making it measurable and the challenge also offered a reward of some sort. I noticed they only showed male participants in the promo clip, which didn't bother me. It's the James Bond experience, so it makes sense that the ad would try to show men doing their best Bond impression. It was also cool how personalized it was. The actress in the red dress knew the participants by name, because they were asked to enter their first name at the original vending machine.
In order to survive in today's short-attention-span economy, you need strong calls to action.
Take-home message for marketers: When I looked at this video, I found it light, and entertaining. What I got from it though was how effective the call to action really was. Most people will likely accept a call to action if the task is measurable and easy to accomplish. In order to survive in today's short-attention-span economy, you need strong calls to action. They have all the power to grab a user's attention, and direct them down your desired pathway. In other words, CTA's point traffic to your offers, deals, information, etc. and help to generate leads. A good lesson to be learned!