My visit to the Coca-Cola Pavillion at the Shanghai World Expo was certainly one of the highlights of my trip. As a geek who firmly believes in the virtues of experiential marketing, branded entertainment and transmedia storytelling, I was almost brought to tears (fanboy style) by Coke’s immaculate attention to details here.
Every single consumer touchpoint in its pavillion, fashioned after its world-famous “Happiness Factory” transmedia campaign, was a 360 degree brand encounter. The entire holistic and immersive experience was orchestrated to stimulate the senses, from sight, sound, scent, taste to touch. For Coca-Cola fans, it was also highly emotional and community bonding.
Let me bring you through the journey.