I'm very aware that this is my second 'Coca Cola' orientated article in a row and I don't want to turn this into a corporate blog (although if you're offering??!) but this is pretty damn sexy!
Please see the video above... this was installed at the National University of Singapore by marketing company Ogilvy & Mather.
As Anthony Kosney points out the genius of the campaign is that "In a world where Facebook likes and photo comments are considered “social gestures,” manipulating consumers to make specific gestures is top-of-mind for marketers today. This campaign[...] is an incredibly overt version of this trope."
The reason I like it, however, is the physical association of a 'Hug' with Coca Cola. An action is always the most memorable. In a digital landscape users often forget sites they have visited, purchases made, twitters followed and fan pages liked - that’s because the only aspect of that experience that ever changes is a small area of our vision - the patch of screen on the device we're using.
Our minds are wired to remember the physical experiences and journeys. Experience is multisensory (which is often why remember unrelated things when we taste or smell something out of the ordinary). Here Coca Cola are associating many sensory appeals - visual (the brand), touch (the machine) and taste (the product). Get a user to perform this task multiple times and it's not too far fetched (well, maybe a little) to assume that they might remember the taste of the drink the next time they hug their partner, or feel like they're getting a hug when they see the classic Coke brand.
With my digital cap on I can't help but wonder how this might marry up to Coca Cola other social project (CLICK HERE) might work!