Coca-Cola has worked with Tribe Marketing on its activations for a number of years. Earlier this year Tribe partnered with Brussels-based agency Square Melon to create new agency Playmaker - which would continue the work of the two existing agencies.
The brand has 125,000 followers on Twitter through the recently revamped @CocaCola_GB, while its Coca-Cola Facebook page has close to 95 million likes. It also has 244,000 followers on Instagram.
In August this year the soft drinks brand activated within a number of London train stations with a Twitter-powered vending machine that distributed free-shirts. Commuters were asked to tweet their favourite variety of Coca-Cola, alongside the hashtag #ChooseHappiness, resulting in the machine dispensing a t-shirt in the matching the colour of the chosen drink.
Earlier in the year the brand celebrated the 100th anniversary of its Contour bottle with a pop-up bar in London’s Soho. It transported visitors back to 1915, with the inside of the bar decorated with historic artwork, and entertainment taking place over a three-day period.
Its eagerly-anticipated Christmas truck tour kicked off last month, and will visit a total of 46 locations before Christmas. Beginning at Inverness Retail Park on 20 November, the festive tour will travel the UK making its final stop at London’s Leicester Square on 23 December. Visitors have the chance to take a selfie and enjoy a complimentary beverage, with festive music played at each stop.
Pepsi Max has recently worked with agencies including AMV, RPM and The Robin Collective.
Pepsi Max has 81,800 followers of its @PepsiMAX Twitter handle, while its Facebook page has close to 1.2 million likes.
In March this year Pepsi Max partnered with The Robin Collective to launch the ‘Cherry Rooms’ sensory experience - a four-day pop-up in Shoreditch where visitors were taken on a gastronomical adventure through four different rooms, including a Pepsi Max Cherry rain room. Pepsi Max was also active on the festival scene this summer, bringing a ‘One Hour Entourage’ experience to the Electric Daisy Carnival in Milton Keynes in July.
The brand really took advantage of all the activity around Future Day - the day Marty McFly travels forward to in Back to the Future II. It teamed up with Universal Pictures and Empire Cinemas to host an immersive screening of the film, complete with a replica of the Cafe ‘80s scene that featured a futuristic Pepsi dispensing machine. Other Back to the Future activity included a link-up with Uber to offer rides in a DeLorean - the time travelling car in the film.
Although Coca-Cola consistently creates crowd-pleasing activations, we feel Pepsi Max has the edge when it comes to doing something a bit different.
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