Case study - picture booths in supermarket stores: Coke & Tesco
-Nicole Garsin
Diet Coke 30th birthday Tesco photo booth tour
The complimentary photo experience will invite consumers to strike their best pose before forming part of a larger Diet Coke Mosaic on the Facebook page. The online celebrations will also see a dedicated Diet Coke page on Tesco.com for further sparkling photo uploads and the chance to star on Tesco packaging.
The photo booth will be visiting 10 key Tesco stores nationwide between now and April 21st. Taking inspiration from the Marc Jacobs for Diet Coke photo booth and three-decade films revealed earlier this year, the booth will feature backdrops bringing to life Jacobs’ 1980s bows, 1990s swallows and 2000s polka dots designs. Everyone who visits will also receive a print out, while selected images will join the 30th birthday Mosaic on the brand’s Facebook page.
For those unable to get to a Tesco store, there will be further activity to engage customers through a Diet Coke page hosted on the Tesco website. This will give everyone the chance to upload their favourite shot to become part of the recently launched 30th anniversary Mosaic hosted on the Diet Coke Facebook page.
The brand is also inviting fans to submit their most sparkling photos to share with fans across the world by using #dietcoke30 across Facebook, Twitter and Instagram.
All of the images will then be gathered together to form three intricate Mosaics of the hunk from the Gardener TVC and give fans the chance to zoom in to see themselves and their friends.
Tesco shoppers will be invited to upload their photos on Tesco.com and giving them the chance to star on Diet Coke 24-packs which will be available exclusively in Tesco stores.
Zoe Howorth, marketing director for Coca-Cola Great Britai, says: “This is a great opportunity for Diet Coke fans to get involved in the brand’s 30th birthday celebrations. The online Mosaic engages with our key target audience who love taking and sharing photos with their friends. The photo booth will also help spread some further sparkle to consumers across Tesco stores as they take a memento home with them.”
David Wood, UK marketing director for Tesco, comments: “Our customers love to engage in theatre both in-store and on-line. So we are delighted to partner with Diet Coke on this unique customer opportunity. Mosaic's in-store photo booths will certainly add some fun to the shopping trip and we look forward to seeing Tesco customers starring on the special 30 year celebration packs of Diet Coke later in the year.
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