-Coca-Cola-

Magic Van

Marketing

A DIGITAL ITINERANT POSTAL TO CELEBRATE CHRISTMAS

Activity
Activation

Coverage
GUADALAJARA
TEPIC
DURANGO
CULIACÁN
LOS MOCHIS
HERMOSILLO
NOGALES
CIUDAD JUÁREZ
SALTILLO
MONTERREY
CDMX
COACALCO
PUEBLA

Date
November – December 2017

The Coca-Cola Caravan has become a tradition in Mexico; year after year it travels around the country’s main cities spreading the joy of Christmas at their public squares during November-December, putting on a parade, concerts and activities for the whole family.

OBJECTIVES –

To create an appealing activation that would generate expectation about the arrival of the Coca-Cola Caravan to each city in the tour throughout the country and, at the same time, generated digital content to use during the Caravan season.

Challenge –

How to make a striking activation to attract people that could also generate content reusable for social media?

The Idea –

Social media filters are currently one of the best triggers to generate high levels of interaction and virality, which is why we decided to make a van that would reach every city in the Caravan tour where you could take a photo in with a facial recognition filter to look like either Santa Claus (hat, beard and rosy cheeks) or the iconic Coca-Cola Christmas commercials polar bear. After choosing a filter, you could publish your picture to your Facebook account.

HOW DID WE DO IT? –

We developed our own app with our custom face filters in line with Coca-Cola’s brand identity and essence, and took the activation to more than 12 cities throughout the country, seamlessly moving around in the van thanks to the photo booth having been steadily built inside. Visiting crowded places such as public squares, shopping centers and major cruises generated huge visibility, which greatly nourished people’s involvement with the activity.

CONCEPT –

The MAGIC VAN is a place where just by taking a picture you could become Santa Claus or the famous Coca-Cola polar bear and share it with friends and family on social networks to spread the magic of Christmas season.

«The Magic Van has arrived to your city».

What results did we get?

Big Participation

+5,800 participants had their picture taken in the van throughout the country

Social Media Impact

Thanks to the photos shared on FB, we reached +358,000 people

13 cities

We covered 13 cities -mainly in northern Mexico- to promote the Coca-Cola Caravan and create expectation, generating +6,000 pictures to complement its content platform

Nogales, a hit

The city where we achieved the highest participation was Nogales, Sonora, generating +685 photos