You always hear about all the revolutionary things that 3D printers will be capable of doing, but you don't hear much about the use of 3D printing to create advertisements. Coca-Cola is trying a new promotion that takes advertising into that next dimension. In a promotion being used locally in Israel, the soft drink company is offering customers 3D-printed versions of themselves.
This is not a human cloning experiment. Instead, customers received a 3D-printed three-inch figurine replica of themselves. The campaign is promoting the new mini-sized bottles of Coca-Cola in Israel.
Mini-sized bottles of soda? I'm sure Mayor Bloomberg would be thrilled.
Coca-Cola is 3D-printing figurines of Coke drinkers in Israel to promote a new line of smaller-sized serving bottles. "We created 3D-printed mini figurines of our consumers – their own little doll, which looks exactly like them, only in mini," Coca-Cola said in a press release.
You can see the commercial for the Coke mini campaign on YouTube. I have never seen a woman with a tiny version of herself trampolining on her crotch in a US ad, but I guess you get away with that in Israel.
Not every Coke-loving Israeli got their own "Mini Me" replica -- and here's where the marketing component comes in. You had to participate in a little contest to get the little figurine of yourself.
First you had to download an app and create the mini version of yourself. Then you had to feed and care for your Mini Me, Tamagotchi-style. Then you had to hope you were one of the contest winners.
Winners then had to take a tour of Coca-Cola's Israeli bottling factory and have their bodies scanned for the production of the figurine. Finally, they received the figurine. "At the end of the day we gave them a special little gift but also a personal experience they will remember forever," said a Coca-Cola representative.
Think about it. If you were showing off your own 3D-printed figurine replica, you would probably mention Coca-Cola at least once when telling how you got it. Bam! Personal endorsement.
Disney has done a similar campaign since purchasing the "Star Wars" rights, wherein fans can get a 3D-printed Stormtrooper version of themselves for $99.
If your brand has a clever idea to implement 3D printing into an advertising campaign, Glen Emerson Morris at The Review has an incredibly thorough list of ideas, recommendations and budget considerations for advertising with 3D printing.
This article is part of Allvoices’ series on ad:tech, the largest, longest-running digital marketing and technology event. Check out allvoices.com/adtech for more of Allvoices’ ad:tech coverage. This series is supported by ad:tech.