It’s incredible how you can live and breathe a brand and yet still be wowed by its facts and figures, its sheer enormity and its success. Shock, delight and laughter were the three main reactions captured during our most recent Coca-Cola Enterprises activation. This activation was my first live event with All about the Idea and was a fantastic way to kick off my internship. Months of planning, meetings and worrying went into creating what ended up being a fantastic and informative activation about the new CCE Ambassador website for employees.
Our activation put a spin on the classic ‘Who Wants to be a Millionaire?’ TV show and became ‘Who Wants to be an Ambassador?’, where Coca-Cola Enterprises employees were put through their paces and tested on how well they knew their brand. Contestants were asked questions such as ‘if you drank a different Coca-Cola Enterprises owned beverage each day, how long would it take for you to try them all?’. The answer is over nine years.
As the queue for the next show piled up, employees were able to interact with our professor and nab themselves a CCE-branded iPhone case. Employees then became contestants as they were whisked into the drama of a real, live TV set to experience ‘Who wants to be an Ambassador?’
Each show saw a chosen contestant experience the hot seat with our very own version of Chris Tarrant (24’s crime-fighting CIA agent Steve Parker), to be in with a chance to win a Macbook Air, iPad or Apple TV. There was a lot of oohing and ahhing and, ahem, cheating occurring during the activation.
As the show drew to a close, contestants transformed back into employees where one last experience awaited them: the selfie booth. It was here that employees were able to take a black, white and red selfie on a giant replica of their newly-covered iPhones. There were smiles all round and the activation received excellent feedback from all who participated.
Almost a week has passed since the activation took place, and my empty desk seems rather lifeless when you compare it to the red and white ‘prop holding-area’ it was short while ago. So long, Coca-Cola Enterprises – until next time!