Coca Cola Amatil – Interactive Fridge

In today’s hyper-connected world, everything can be a media channel. Including a fridge full of Coke cans.

Coca-Cola Amatil, the Coca-Cola Company’s drinks distributor in Australia, recently teamed up with agency tkm9 to give the humble fridge a digital makeover. In a world-first that Coke is considering implementing in other markets, tkm9 upgraded thousands of fridges that Coca-Cola Amatil operates across the country in service stations, shopping centres and convenience stores, turning them into interactive hubs.

Coca-Cola Amatil, the Coca-Cola Company’s drinks distributor in Australia, recently teamed up with agency tkm9 to give the humble fridge a digital makeover. In a world-first that Coke is considering implementing in other markets, tkm9 upgraded thousands of fridges that Coca-Cola Amatil operates across the country in service stations, shopping centres and convenience stores, turning them into interactive hubs.

Hollie Adamson, innovation project manager at Coca-Cola Amatil, and Mark Hodgens, chief executive officer of tkm9, presented a case study discussing this effort at the ad:tech Melbourne conference, held in July 2013.

A transparent LED screen door allowed customers to play with bottle designs and view offers and price-points, while mounted cameras on the side of the fridge let shoppers snap pictures of themselves with a selection of augmented reality props, and send the photo to a digital destination of their choosing. The fridges were also fitted out with intelligent audience-measurement software, letting Coke know who it was speaking to, when and where – meaning it could serve content and ads relevant to its various target demographics.

“This project came about from a conversation with Coke around how to create new revenue,” Hodgens said. “We asked Coke, ‘What do you have a lot of?’ The answer was 120,000 fridges.”

Coca-Cola Amatil’s senior management, however, took some convincing before the fridges underwent their digital transformation, according to Adamson. “Getting people’s headspace around using a fridge for something other than a drink was a big challenge,” she said. “It was an 18-month project to get the senior management on board to commit the capital to do this.

“When we invest capital on a digital project like this, we want to see return on investment, so the analytics is very important. And with this, we can get really good information on how it’s driving consumer engagement and, hopefully, conversion to purchase.”

In one instance, Coca-Cola Amatil placed an interactive fridge in a Melbourne shopping centre, allowing passersby to interact with it and take their photo on the side panel. In a single day, fully 8,890 unique consumers, with an average age of 18 years old, interacted with the fridge, and more than 1,300 took a photo of themselves.

“We can use the fridges to promote price-points at certain times of the day or by location,” said Adamson. “So if it’s really hot at the beach, we can tailor offers and messages with fridges in Bondi [Beach in Sydney]. It’s been a great success.”

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