The Challenge
Coke+Coffee experiential marketing lacked a clear, functional demonstration of functional energy before consumption.
EXISTING STRATEGY
ALTERNATIVE CONCEPT
- Passive sampling points
- Generic thematic messaging
- Traditional OOH trial
- Kinetic trial activation
- Embodied product promise
- Movement as currency
The Insight
Energy is no longer passively consumed; it is performed. Movement culture and gamified fitness define how audiences express vitality. If energy is the promise, it must be physically experienced.
- Performance Environment
- Movement as Identity
- Shareable Energy
- Gamified Behavior
Energy before reward.
- Passive sampling points
- Generic thematic messaging
- Traditional OOH trial
Coke + Coffee is the first beverage that requires activation before reward. By gamifying consumption, we transform energy from a passive promise into a lived experience.
This platform shifts the story to 'energy that moves you,' proving functionality through embodied interaction before the first sip.
Kinetic Activation
Energy That Rewards Movement
A motion-trigger vending experience designed to convert physical activity into brand reward. As users move, a digital Coke+Coffee glass fills on-screen, visualizing the transformation of human energy into product promise.
Motion-Trigger Interface: Seamless capture of kinetic energy.
Real-Time Fill Visualization: Digital transparency of energy.
Instant Sampling Reward: Tangible value exchange upon effort.
The Ecosystem Strategy
Campus Hubs
AR Motion Filters
Digital extensions gamifying user motion through social platforms, enabling shareable energy expression and peer trial.
Gym Partnerships
Integrating functional sampling within premium fitness environments to align product with athletic performance identities.
Strategic localized activations in high-traffic student centers designed to demonstrate functional energy value before trial.
Measurement Framework
15%
4.2x
2.1M
03:45
PARTICIPATION RATE
Total unique consumers engaging with platform units, capturing kinetic trial mechanics without friction.
CONVERSION LIFT
Measurable increase in purchase intent following engagement versus standard passively consumed media.
SOCIAL IMPACT
Organic reach generated via branded content captures and integrated movement-share social filters.
DWELL TIME
Average duration of interaction per user, demonstrating deep brand immersion and performance narrative.