Coke Zero has recently launched a video on YouTube in support of the upcoming James Bond 007 Skyfall movie. Their claim to “Unlock The 007 in You” follows consumers in a Belgian train station looking to purchase Coke Zero and having to beat a series of obstacles in order to get free theater passes to watch Skyfall. It looks to be a successful commercial, but why did it work so well?
First of all, readers and viewers should understand that this is in fact a commercial, not a viral video. The liability of such an event inside a train station to have just about any regular consumer try this would be significant – given all the obstacles that the “Bond player” would have to complete. And are all thirst-quenchers in Belgium male, or are the women not interested in completing this 007 challenge? What about all the camera angles that show how the player tries to complete these challenges – there would definitely be a need for more than one camera, and certainly not security video. So while this Coke Zero effort has generated a lot of interest and attention, remember that it is scripted and fictional (just like James Bond) and not real-life. What it does offer is a chance for someone live like James Bond for a brief moment in their real life.
Now on to review the commercial.
The commercial’s success is purely rooted in its ability to build consumer interest and follow through on the challenge to get free Skyfall passes after getting their beverage. First of all, a touch screen vending machine that asks men to enter your name and then offering you a chance to win a free pop is truly attention grabbing. The first stimulant is the male consumer wanting to quench their thirst with a Coke Zero and approaching the vending machine. While Canada and U.S. does not have touch screen vending machines, I’m not too sure what European vending machines look like so the touch screen itself may not be attention grabbing. What is of note is the interaction between consumer (now a paying customer) and vending machine – when it offers you a chance to win free movie tickets.
This opportunity to win tickets is the hook and follow through for the customer. The customer at this point must decide whether he wants to participate since he still has the chance to opt out. Note how there was one customer that opted to not participate (around 0:15 sec)? However, being in a society where “Free” changes behavior, how could most customers resist when being offered extra value for what they have just paid for? It is akin to “Buy One Get One Free” or “Spend $10 Get Free X” offers. Next, the customer accepts the challenge and must commit to finishing in time to win the tickets.
On the commitment aspect, the customer must complete the machine’s request to get the offer. So he starts racing through the train station – under a time limitation and obstacles created by Coke Zero. All this racing around in the train station is the so-called “James Bond experience” where the participant is unlocking their inner secret agent as they overcome obstacles and beat the clock. As they reach their final destination, they find one additional challenge to link fiction with real-life. By this time they has amassed a following of interested bystanders (most are paid actors – sorry for spoiling it if you have not seen the video) that goad the participant along. And once this last challenge is completed – celebration ensues.
While this commercial is more fiction than real-life, it hammers home the point that the customer is willing to go to extreme measures to get yourself a Coke Zero. And it beautifully ties in with the James Bond Skyfall movie with all the “extreme measures” implied during the participant experience. Do you agree? Leave your thoughts in the comments.