Coca-Cola "foodmarks" features augmented reality
From AdAge:
Coca-Cola is launching experiential marketing activations in five cities meant to highlight what it is calling “Foodmarks,” or food landmarks that connect Coke, food and culture.
An exhibit channeling 1957 New York and an iconic photograph of Marilyn Monroe, eating a hot dog from a street cart with a bottle of Coke, debuts Friday and kicks off the global campaign.
Coke found inspiration for Foodmarks from examining its history. “We did some brainstorming, we started digging deep into history and we were like, ‘Okay, this perfect moment and perfect meal and ice-cold Coke is not new. We’ve been doing this for years and years,” said Islam ElDessouky, senior global creative strategy director for Coca-Cola.
It really clicked when the Monroe photo came into play. “That was the big ‘aha’ moment,” ElDessouky said, likening Coke’s role in the Foodmarks program to restaurants that hang framed pictures of their celebrity diners.
Central to the New York exhibit is a virtual rendering of the bombshell actress through augmented reality. The event, which runs through Feb. 17, at 799 Broadway near Union Square, is free to the public but “sold out” through online reservations. Some walk-up tickets will be available, Coke said.
