Coca-Cola is back at it, with another clever and engaging campaign using interactive digital signage – this time on a seriously grand scale.
The soda titan recently ran an interactive digital out-of-home campaign on the 6,200-square-foot LED sign in the Plaza de la República in Buenos Aires, Argentina, getting passersby to smile for the camera, to get their pictures plastered across the gargantuan sign.
The July digital activation, developed by dynamic advertising firm SIA Interactive, invited people passing through the Plaza to share their happiness with the city, using facial detection software to snap photos of passersby or people standing on a special platform for the occasion, but only if the software detected a smile, according to the firm.
This marks yet another smart and engaging project from Coca-Cola, which is developing quite a habit of rolling out interesting digital out-of-home branding experiences all over the globe. The brand rolled out a facial-recognition digital signage kiosk that uploaded directly to Facebook in Israel two years ago, and has followed that up with a digital signage vending machines that dispensed soda for dance moves and a digital signage portal that connected Coke drinkers from bitter neighbors India and Pakistan.
Now it's telling people that their smiles are contagious and prompting them to share them with their city. This time it's "have a Coke and a smile," on a 6,200-square foot screen.
Watch a video about the deployment, posted by SIA Interactive to Vimeo, below:
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