digital technology is disrupting tv, but it also has the potential to make your tv ads more relevant....
Take Coca-Cola. Could the company use the Super Bowl to build a super relationship with consumers? Rather than a thousand more followers, could the company tap into thousands more consumers it can know by name, learn from, communicate with, and – gasp – sell product to?
Coca-Cola is sitting on an answer, even if the company doesn't realize it. Smart people inside of the storied brand launched the Coca-Cola Freestyle vending machine back in 2009. When I visit Five Guys Burgers and Fries more often than I should, the Freestyle machine lets me dispense a soft drink with one of a hundred flavor combinations, arrived at through a few quick choices. The machine became more than an efficient dispenser in 2011 when mobile agency T3 built a mobile gaming app for Coca-Cola called Freestyle PUSH! + Play. While today the app helps you find a Freestyle machine near you, when Coke figures out what it's sitting on, it will expand the app to let you pre-mix your soda on your phone, save your drink mix preferences and share them with friends. Ultimately the app will invite you to queue up your drink using your phone while you wait in line to order a burger with extra pickles...."
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