Two weeks ago I flew out to beautiful Minneapolis to attend the Path to Purchase Institute’s Shopper Marketing Expo, overall a great experience. The exhibitor floor was jam packed with great vendors and solid solutions, Heineken of course did not disappoint with their after party, and the speaking sessions gave great insights to the state of the industry and what the future of shopper marketing will bring.
If you’re like me, you’re still coping with the end of March Madness, but happily traded in college basketball for the season premier of Mad Men this past Sunday.
As I often do while watching high profile TV shows and sporting events, I was paying close attention to the commercials during the NCAA Men’s Basketball Finals. I love seeing new and innovative ads that normally surface at these times. What stood out the most for me was Coke Zero’s “drinkable commercial.” At first glance, another home run from Coca-Cola. If you didn’t get a chance to see it, a sultry and seductive 30 second spot shows a hand pouring a bottle of Coke Zero off screen. I as the consumer am supposed to get my Shazam app up to recognize the commercial, taking me to an experience of a glass getting filled with Coke Zero, eventually leading me to a mobile coupon to redeem a free Coke Zero at Target.