Coca Cola in Israel have done an interesting thing. As part of the global (or at least multi-market) idea of personalisation, just like everyone else they have received the centrally-funded tech to create personalised bottles. No doubt you might have heard some mention of this campaign in the UK.
Usually at this point they (and their agencies) would have a stretch session, come up with a load of ideas about how to activate this, and then pick the best one and sink the budget into it.
But instead they have backed a whole raft of different ideas activating the same thing. I’ve found three so far, and I suspect there are others to come. Each one of these is the sort of campaign masthead that clients usually put into play one at a time:
Personalised road – using a simple app, digitised posters recognise people and put their name up as they get near.
Social-powered robot – as a way of extending the footprint of their sponsored beach party thing, they have built a robot that people can take control of via social channels, and go for a wander (warning: slightly odd video).
Mini-me – win a 3D printed version of yourself via an app contest, to launch the new mini sized bottles (but keeping within the brand theme of personalisation).
Obviously rolling the dice (at least) three times like this requires the budget to do so, but it would be interesting to know if these multiple innovations had a cumulative effect on brand perception greater than the individual parts.