Feeds

Coca-Cola and Facebook get touchy with Israeli teens

Tagging the youth for fun and profit

The Power of One Infographic

Coca-Cola is offering wrist bands to those attending the Village festival in Israel so they can update their Facebook status with a tap of the hand.

That tap has to be against one of the huge "Like" buttons Coca-Cola has erected around the site, though tags are recorded as youth pass the festival gates too, so organisers can see who is where and attendees can be sure that every moment is captured on Facebook.

The tags, modelled on Coca-Cola bottle tops, are optional, though the RFID Journal reports that the offer was accepted by all those attending the (alcohol-free) series of events that Coca-Cola sponsors.

Ten Coca-Cola Villages were held this year, each consisting of three days of swimming, music, stand-up comedy and sports. A total of 6,500 teenagers went along, though the supporting Facebook page has 55,000 signed up.

Not only could attendees automatically update their status with such gems as "I got the best massage of my life at Coca-Cola Village" while leaving the festival spa, but staff wandered around the events with digital cameras, taking photographs that could be instantly uploaded to Facebook by tapping the wrist against a portable reader.

The project was a huge success, with attendees happily providing free advertising for Coca-Cola, while organisers appreciated being able to see how many people were looking for food, or attending a particular performance - no doubt that data will be examined carefully when considering the line-up for next year.

Facebook Places might make this kind of approach redundant, though the wristbands (which were collected and reused) provide a nicely physical interaction, not to mention sharing location data the festival organisers as well as the rest of the world. Attendees don't seem worried that everyone will know where they were, after all - the Coca-Cola Village is the cool place to be. ®

The Essential Guide to IT Transformation

More from The Register

next story
Yorkshire cops fail to grasp principle behind BT Fon Wi-Fi network
'Prevent people that are passing by to hook up to your network', pleads plod
Major problems beset UK ISP filth filters: But it's OK, nobody uses them
It's almost as though pr0n was actually rather popular
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
Google Nest, ARM, Samsung pull out Thread to strangle ZigBee
But there's a flaw in Google's IP-based IoT system
Microsoft unsheathes cheap Android-killer: Behold, the Lumia 530
Say it with us: I'm King of the Landfill-ill-ill-ill
All those new '5G standards'? Here's the science they rely on
Radio professor tells us how wireless will get faster in the real world
US freemium mobile network eyes up Europe
FreedomPop touts 'free' calls, texts and data
'Two-speed internet' storm turns FCC.gov into zero-speed website
Deadline for comments on net neutrality shake-up extended to Friday
prev story

Whitepapers

Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.