Atlanta, GA–(HISPANIC PR WIRE)–May 10, 2004–Go ahead, give it a shot…”You Can Win, But You Can’t Hide”. This summer, some unsuspecting consumers will go to their fridges to enjoy an ice-cold, refreshing can of Coca-Cola, only to find that it’s not a can of Coca-Cola at all. What looks like a hi-tech, space age device is in fact the latest innovation from Coca-Cola – a specially designed can that has been transformed into a Global Positioning System (GPS) transponder and cell phone. Winners who find one of these cans press a button to activate it, volunteer to participate and then have the grand prize delivered to them wherever they are. As part of Coca-Cola Unexpected Summer, consumers could win an all-new 2005 Chevy Equinox, home entertainment system, cash, or any number of additional grand prizes. Wherever you are, whatever you’re doing, Coca-Cola will find you.
This marks the first time in the U.S. that cans of Coca-Cola have been infused with cutting-edge technology. Each of the special cans will be of comparable weight to a regular Coke can, but one glance will tell consumers that these are not the regular cans of Coca-Cola. The cans feature specially designed graphics and a recessed panel with buttons that, when pressed, activate the GPS technology and cellular phone. The inside of each winning can is configured with a Subscriber Identity Module (SIM) card that enables the can to serve as a cell phone that works in conjunction with the GPS transponder. Once a winning can has been found and activated, its location can be tracked by visiting http://www.unexpectedsummer.com. It’s a consumer promotion for the 21st century.
“This is all about thinking innovatively and figuring out new ways to reward and connect directly with consumers,” said Steven Schiller, Group Director, Coca-Cola Brand Business Unit, Coca-Cola North America. “Everybody loves summer – with the promise of new and unexpected moments that we remember forever. So we’re kicking it up a notch by applying cutting-edge GPS technology to make those everyday summer moments extraordinary.”
Between May 17th and July 12th, more than 100 GPS cans of Coca-Cola will be available across the U.S. in specially marked 12, 18, 20, or 24-packs of Coca-Cola (classic, caffeine free Coke, cherry Coke and Vanilla Coke). That’s more than one per day for the whole summer…. if they last on the shelves that long.
You’ve Got the Can, Now What?
— The potential winner jumps with excitement upon the discovery of a GPS can inside specially marked multi-packs of Coca-Cola.
— The winner presses the red activation button on the outside of the can, which automatically places a phone call to the anxiously awaiting Coke Unexpected Summer Search Team Headquarters, who mobilize immediately.
— The winner agrees, “Of course I’ll participate!” The GPS can sends coordinates to the Coke Search Team and the search begins.
— Wherever the person goes with the can – life guarding at the pool, family vacations, mowing the lawn, watching movies, sleeping, eating… you get the idea – the Coke Search Team will go and show up with the prize.
Where Can I Get My Hands on One? Could I Win Anything Else?
The limited quantity GPS-transponder cans may be found wherever multi-packs of Coca-Cola are sold including mass-merchant retailers, grocery, convenience, petroleum and drug stores. A portion of the 100 cans will be sponsored by select customers of Coca-Cola; customers will co-promote their own programs using the GPS cans and will offer prizes including plasma TVs, home theater systems, as well as other new cars and cash.
Can You Believe They Didn’t Use Special Effects?!
Television advertising to support Coca-Cola Unexpected Summer will debut the week of May 17th. Developed by Berlin Cameron & Partners and directed by the dynamic duo known as Joe Public, the television spot features a Super-Huey helicopter actually dropping off an all-new 2005 Chevy Equinox as part of the grand prize delivery.
“Everything about this promotion is unexpected, from the commercial that kicks off the program to the delivery of the grand prize,” explained Doug Rollins, Brand Manager, Coca-Cola Trademark. “Using a chopper to lift and deliver a 3,600 pound SUV in the commercial was done without any special effects and is part of showing consumers how Coca-Cola can turn an ordinary summer day into an unforgettable experience.”
The Coca-Cola Company is the world’s largest beverage company. Along with Coca-Cola, recognized as the world’s best-known brand, the Company markets four of the world’s top five soft drink brands, including diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Through the world’s largest distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate exceeding 1 billion servings each day. For more information about The Coca-Cola Company, please visit our website at http://www.coca-cola.com.
(C)2004 The Coca-Cola Company. For more information, visit http://www.unexpectedsummer.com
The Coca-Cola Company
Maria Perez, 404-676-4942
Hilleary Kehrli, 212-614-4219