Buy a Coke, scan your wristband, get your aftervideo

Coca-Cola forms partnerships with event organisers worldwide, always guided by one central requirement: an activation has to be creative, innovative and stand on its own.

Within the 'Taste the feeling' strategy, a festival activation is more than a brand logo on a screen. Coca-Cola looks for installations that make visitors part of the brand moment themselves, at festivals where thousands of people are present at once.

Life-size Coca-Cola bottles, spread across the festival grounds, combine registration, sampling, photography and data capture in a single installation called Scan, pose & print. The visitor buys a Coca-Cola, receives an RFID wristband, and scans it at a bottle to register. A unique photo or video with friends follows right after. The bottle prints out a coupon with a chance to win prizes such as a helicopter flight or a meet & greet. The day after the festival, the participant receives a personal aftermovie, made specifically for Instagram, with all the user-generated content from that day worked in.

Alongside this bottle installation stands a recycling tower on the festival grounds, turning waste separation into a brand moment. The visitor throws their waste through one of the openings in the tower and gets an immediate response, in line with Coca-Cola's focus on sustainability.

Each bottle contains a built-in tablet with an RFID reader that recognises the participant's wristband. Registration runs through social login or email, linked directly to the system inside the bottle. Photo and video capture starts automatically after registration, followed by printing the coupon. All user-generated content from a festival day is compiled into a personal aftermovie per participant, sized for Instagram.

For the recycling tower, livewall built all the software and technology. A custom-built sensor system detects when waste drops through one of the openings and triggers an effect: a smoke machine, bubble machine, or an audio effect. The tower was developed together with Chase and stage builder BM Projects.

An activation that only exists in the moment disappears once the festival ends. By linking registration, experience and a personal follow-up — the aftermovie, the coupon — the brand moment keeps living on the visitor's own social channels for days after the festival.