Taking digital to the next level: Examples from Nike, Carlton Draught and Coca-Cola Amatil

Andrea Sophocleous

In today's hyper-connected world, everything can be a media channel. Including a fridge full of Coke cans.

Coca-Cola Amatil, the Coca-Cola Company's drinks distributor in Australia, recently teamed up with agency tkm9 to give the humble fridge a digital makeover. In a world-first that Coke is considering implementing in other markets, tkm9 upgraded thousands of fridges that Coca-Cola Amatil operates across the country in service stations, shopping centres and convenience stores, turning them into interactive hubs.

Hollie Adamson, innovation project manager at Coca-Cola Amatil, and Mark Hodgens, chief executive officer of tkm9, presented a case study discussing this effort at the ad:tech Melbourne conference, held in July 2013.