Coca Cola’s Urban Pop Up Park

October 24, 2013 § Leave a comment

Roll-Out-Happiness-Coca-Cola

As Coca Cola is moving from creative excellence to content excellence, the company has started to increase their output of cultured content. The “Roll Out Happiness” project is just one more in an interesting series of of non conventional interventions in public space that is value driven and not product based.

Aiming to create a surprise, offering a relaxed and inviting space in the public urban environment, the company developed a pop up park including grass, trees and huge pillows (in red of course) to entice passers by to take off their shoes and relax in an otherwise lifeless and nature deprived urban space.

Though I’m personally not a big fan of Coke, this intervention is very powerful because it doesn’t just embody Coca Cola’s new position so very good (bringing happiness to people), it offers a social/communal experience that engages all 5 senses, bringing people together and creating an unexpected little moment of fun and happiness.

The pop up character ensures an element of surprise and enables the brand to offer a polymorphic experience by moving the park and invading different spaces, creating new environments for different people – a good strategy to avoid that the experience becomes stale. The project could easily be extended, involving cultural and communal activities to make the place even more attractive, offering more reasons to come and hang out or even participate. It could turn the pop-up park into a destination beyond the initial novelty factor.

(via: TAXI)

A Walk In The Park With An Orchestra, Dustin Hoffman, Christo and others

March 9, 2012 § 2 Comments

Personally I’m not a big fan of QR codes and start to get tired of them. But every now and again I come across a really great way to use them.

This award winning campaign by Magma, called “World Park” utilizes QR codes to help the visitor unlock park secrets, movie clips (shot at the exact location you’re at), historical documents and more. The 50 codes are placed all over the Central park in NYC, turning the park into one big fun-space to explore and discover it’s many gems and stories. Watch the girls from “Sex in the city” enjoying a stroll through the park. Listen to an orchestra that has long gone. Take a virtual walk through Christo’s bright orange gates for the first time, if you have missed the installation, when it was around.

The campaign, aimed at a younger audience, was activated through billiards and on social media, accompanied by world park t-shirts.

I really love the way QR codes are used for this campaign. It’s not about selling any thing, but creating an engaging experience that entertains and educates in a light way. A very inspirational project, not just because I started working on a park/garden project myself. It shows that the content you unlock is much more important for the success of your campaign than the inventive way of creating the QR codes (Lego, Oreo cookies, etc.)

Well done, Magma!

(via iMedia)

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