In preparation for the release of the latest Bond flick, Coke Zero has launched a campaign in partnership with Skyfall asking Coke Zero drinkers to “Unlock The 007 In You.” Last month they kicked it off with a sweet minute-long viral ad featuring the Bond theme and last week they launched an awesome vending-machine adventure that’s racked up over 3.2 million views and counting.
In “Unlock the 007 in you. You have 70 seconds.”, Coke Zero challenges unsuspecting train passengers at Antwerp Central station in Belgium to become Bond for 70 seconds. When they approach the machine to order a Coke Zero they’re offered an exclusive chance to win tickets to see Skyfall. Upon entering their name, they are given 70 seconds to dash through the train station to Platform 6, faced with a number of hilarious Bond-like obstacles along the way.
This isn’t the first time Coca Cola has gone viral for their vending machine hijinks. At the end of 2011, they launched a cool campaign in Buenos Aires in which a vending machine opened up into a winter wonderland, they also created a vending machine that dispenses a free Coke when you hug it, one that gives you a coke if you dance for it, one that dispenses “happiness” in the form of free cokes, pizza, and huge sandwiches, a Valentine’s Day vending machine for couples and more.
And Coke isn’t the only company that’s jumped on the vending machine bandwagon. There’s been a vending machine that gives you a free beer when you tackle it, one that makes people do crazy stunts in exchange for Fantastic Delites, and even one that screams at people while they wait for coffee. However, this latest Coke Zero/Skyfall campaign takes the cake for the best vending machine campaign thus far, if you ask me! This may be my favorite viral campaign since TNT’s Dramatic Surprise, which was also created in Belgium. (Update: Both the TNT and Coke Zero/Skyfall campaign were created by Duval Guillaume Modem, an idea-centric communications agency based out of Antwerp.)
What do you think of this latest Coke Zero campaign, and the idea of vending machine videos in general? We’d love to hear your thoughts in the comments below!
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.