One of the best examples of guerilla marketing seen today is Coke Zero's clever campaign to advertise the upcoming release of the new Bond movie, Skyfall.
A few Coke Zero indulgers were chosen to participate in their own Bond mission at the Antwerp Central station in Belgium. Unsuspecting agents were prompted, after their purchase, with a question: "Want the chance to win exclusive tickets to see Skyfall?". Those who chose yes had 70 seconds to sprint up stairs, weave through heavy traffic of travelers, dodge fallen oranges, jump dumped luggage, nearly miss glass movers, and bypass more absurd obstacles strategically planned by Coke Zero. Women that resemble those of Miss America Pageant contestants stand with tablets showing the time countdown as these daring travelers race against the clock to make it to the corresponding Coke Zero machine on platform 6. BUT, the mission is not over yet. With a push of a button, a figure of man that may or may not be Daniel Craig holds a card with one last task.
A few Coke Zero indulgers were chosen to participate in their own Bond mission at the Antwerp Central station in Belgium. Unsuspecting agents were prompted, after their purchase, with a question: "Want the chance to win exclusive tickets to see Skyfall?". Those who chose yes had 70 seconds to sprint up stairs, weave through heavy traffic of travelers, dodge fallen oranges, jump dumped luggage, nearly miss glass movers, and bypass more absurd obstacles strategically planned by Coke Zero. Women that resemble those of Miss America Pageant contestants stand with tablets showing the time countdown as these daring travelers race against the clock to make it to the corresponding Coke Zero machine on platform 6. BUT, the mission is not over yet. With a push of a button, a figure of man that may or may not be Daniel Craig holds a card with one last task.
With over 6 million views on YouTube to date, this joint campaign by Coke Zero and Skyfall created not only a very successful viral video, but also set the bar for advertisers. With this said, I am excited to see what they will come up with next...
To find out more about this campaign visit Coke Zero's facebook page (http://www.facebook.com/cocacolazero) or go to http://www.cokezone.co.uk/007.
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