Google Targets Teens as it Re-envisions Coca Cola Ads for the Digital Era

Google is working to help advertisers better understand the power and impact of digital marketing, through its Project Re: Brief initiative.  The online ad giant is reworking classic campaigns if they were created today, using powerful interactive techniques targeting mobile and PC platforms.  One of the reworked campaigns is for the classic Coca-Cola "buy the world a coke" ad from the early 1970's.  In its revision, Google offers teens as the target audience.  Nevermind, the youth obesity rates in the US and abroad are off the charts.  Google knows how to sell to their sellers.  Here's an excerpt from the Re: Brief, which is worth a look: 
 
·  Target Audience

Gender: Male/Female
Age: 13-18
Region: Global
Interests: Movies, Music, Food, Sports
Coke increases happiness in teenagers lives through meaningful connections. Use ad setting to see how it can reach this audience with Google.

             Harvey’s re-imagined ad enables users to actually ‘buy the world a Coke’ from their computer or phone, and connect with someone on the other side of the world through the magic of display advertising. Users can select a location, attach a personal video or text message, and then watch as the Coke is delivered to a specially-designed vending machine on the other side of the world. The receivers at the machine can then send a thank you message back to the sender, right from the vending machine.

Desktop Mobile
·         Real-Life Social Networking

The world is closer than ever before. Now, through the magic of ad technology and vending machines, consumers can connect with strangers across the world through a touching video or text message exchange. Ad servers communicate with vending machines in real-time, establishing unique connection opportunities between digital ads and the physical world, like never before.

·         Personalized Journeys

Every moment of connection between two people is unique. Using Google Maps imagery and pre-rendered video and audio, the “visual voyage” of the Coca-Cola and the personal messages are dynamically compiled into a personalized film. This is then emailed to the sender as a link to be viewed and shared with the world.

·         Breaking Language Barriers

With the ability to ‘buy the world a Coke’, users have the opportunity to bring the world closer together. Using Google Translate, all messages are translated and closed-captioned to ensure that no matter where a Coca-Cola is sent, no messages are lost in translation.

·         Experience the Magic Anywhere

Soon, more people will access the Internet from mobile devices than computers around the world. Using AdMob, the experience is brought to life on mobile devices, making it possible to send a Coca-Cola across the world from anywhere.

·         Google Display Platforms

DoubleClick Studio, DoubleClick For Advertisers, Google Mobile Ads, AdMob

·         Other Google Technologies

Google Maps, Google+, YouTube, Google

Visual voyage of your coke being sent changes based on your location. Select another location and send one more Coke to experience.

The Tech