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SIA Interactive was hired by ad agency Cravero Lanis to do innovative, attractive promotions for the agency’s client Coca Cola during the summer season in Mar del Plata, Argentina.
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Technical Form |
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| Client |
Coca Cola |
| Agency |
Cravero Lanis |
| Place |
Guillermo Beach – Mar del Plata, Argentina |
| Date |
Summer 2009 |
| Client´s Goal |
To design a high-impact promotion for the entire family in the tourist city of Mar del Plata that would go with the “Coca Cola Interactive Music” campaign. |
| Solution |
Karaoke with Chroma |
| Results |
The promotion was a big hit, with a constant flow of participants including local celebrities and coverage of the event by various TV channels. |
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March 2009 – Mar del Plata, Argentina.
Coca Cola choose the popular tourist destination of Mar del Plata to hold “Coca Cola Interactive Music”, a promotion launched before the season began on TV, print media and radio.
To make the campaign a success, Cravero Lanis asked SIA Interactive to design an entertaining solution at the booth installed at Guillermo beach. SIA designed a Karaoke in which participants could record their own version of the song “Hoy quiero”.
Designed to look like a giant speaker to reflect the concept of the campaign, the booth set up on the beach had four different sectors that participants visited to become the stars of the music video.
The enthusiastic beach goers – combined with the novel, interactive activity of singing the brand’s jingle – made this promotion a sweeping success. It attracted a great number of tourists to the booth, as well as local celebrities like the actress Luisana Lopilato and the case of the popular teenage TV program Casi Ángeles. In addition, MTV transmitted images from the booth on its cable channel.
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Karaoke Chroma
Before recording their karaoke performance, the participants had the chance to choose the rhythm for the campaign jingle as well as the outfit, accessories and make-up they would wear for the video. In addition, thanks to the chroma technology, participants could also choose the background for the video. Some recorded along and others got together with family members of friends; after recording, they received a pendrive at the last station of the booth to upload the video to the Coca Cola website.
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