When consumers scan a Coke bottle, what opens up to them and to the brand is a completely new kind of added value with endless possibilities. Using the consumer data that has been acquired, every digital experience can be personalised. The product itself becomes part of the advertising campaign and encourages interactivity. It is particularly the young teenager target group that is always hungry for something new.
The Guide gives specific tips for the planning and implementation of smart products in every field. Current technologies, such as Image Recognition and iBeacon are explained and assessed in order to provide assistance on a global level on the use of the right mechanics. Internal and external case studies give fascinating insights and are supplemented with valuable empirical examples. If Coca-Cola sells a billion bottles per day and every one of those can be a marketing channel, then this technology must be exploited.