Buy a Coca-Cola, get an NFC wristband, spin the prize wheel

Coca-Cola wants to take a proven concept to the next level.

An earlier festival activation with Chase and livewall had proven successful. For 2017, Coca-Cola wants an expansion that does two things at once: give Coke Zero a bigger role, and tie into the brand's global beach house campaign.

Bottles fitted with a built-in tablet are placed across the festival grounds. Buying a Coca-Cola earns the visitor a personal wristband with an NFC chip. Scanning it at a bottle triggers a photo, and a second scan afterwards loads one credit onto the wristband. At the Coca-Cola stage, dressed as a beach house, the visitor trades that credit for a spin of a digital prize wheel stocked with Coca-Cola goodies. In a few steps, the visitor moves from purchase to photo to prize.

livewall built the entire technology behind the activation. A tablet app runs inside each bottle and processes the NFC scans. The wristbands themselves are custom NFC wristbands, linked to the visitor's registration moment. The digital prize wheel at the stage processes redeemed credits and displays the outcome. On top of that, the system drives all screen content, from the bottles to the stage, including the CTA content that guides visitors through each step.

An activation built from several separate moments stays vague if those moments aren't tied together. Placing purchase, photo and prize in one continuous technical chain turns a simple action at the bottle into the first step of a bigger game that only resolves at the stage.