Coke Zero awakened the Bond in everyday commuters at the Antwerp Central Station in the September of 2012, as part of a campaign for Coca Cola’s official sponsorship of the latest James Bond movie, Skyfall. Upon purchasing a can of Coke from the vending machine, commuters are first challenged to a race against the clock across the train station and upon taking up the challenge presented to them, commuters are thrown into a world of meticulously orchestrated chaos – delayed by the janitor, stopped by the woman dressed in red, a basket of free falling oranges, etc. Successful completion of the task would entitle commuters to exclusive Skyfall tickets. According to an online article approximately 70 people participated in the event.
During the event, nearly 70 people ran for tickets, Hantson says, but the agency of course chose the best moments and the individuals most reflecting the Coke Zero brand for the final edit. With more than 3 million views on YouTube and more than 29,000 ‘likes’, the planning seems to have paid off.
What I liked most about the (flash mob) campaign, apart from the orchestrated obstacles, is its ability to induce curiosity and interactivity. Apart from that, while I liked the idea of the campaign, I thought it was just a tad bit cliche. Besides that, the thing that bothered me most about the event and/or video was that the whole stunt looked staged. All three participants featured in the video seemed to have gotten past the obstacles laid in front of them a little too comfortably. Thus challenging the authenticity of the participants. However, Geoffrey Hanston, the executive director of Duval Guillaume Modem, says otherwise.
the clip is the result of detailed orchestration, involving ten cameras, expert timing, security details on stand-by to intervene should anything go wrong and meticulous preparation – and no actors, at least not among the wannabe 007s, were used.
All in all, I liked the idea of the campaign and how it calls forward participation by playing on people’s curiosity and whether or not the participants or commuters were legitimately average Joes is another question all together.