The technology was launched last week (4 April) to the public at the final four NCAA college basketball game in Indianapolis, Indiana. The 26-foot by 36-foot billboard dispensed Coke Zero through a 4,500-foot straw.
Working with agency Oglivy & Mather, Coca-Cola designed the activation to persuade consumers to ‘Taste It’. The soft drink flowed from the bottom of the billboard to six drinking fountains for people to sample.
More than 75 valves, four high pressure pumps and 16 sensors were installed into the billboard to push liquid and air through the tubes.
Racquel Mason, vice president at Coca-Cola in North America, said: "This campaign is based on the simple insight that many people think they know the taste of Coke Zero, but they actually don’t. Drinkable advertising is an innovative approach to removing barriers and making it ridiculously easy for those who are open to try Coke Zero to enjoy it in fun and unique ways."
The brand has also created an interactive drinkable commercial. Viewers are encouraged to use audio recognition app Shazam when they watch the spot, which will unlock a mobile coupon for a free bottle of Coke Zero.
More Coca-Cola news: Coca-Cola unveils Contour Centenary pop-up
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.