The real world 'like' button

Coca-Cola Village is a three day summer camp for teenagers in Israel that aims to integrate music, friends and fun.

This year, the Village had a strong Facebook presence, allowing people to share experiences and photos. Coke and its agency Promarket wanted to bring elements of the social networking site back into the real world.

Every visitor to the Village received a branded RFID-enabled wristband containing their Facebook username and password. Every attraction at the Village was also tagged with an RFID microchip capable of collecting the user’s data and sending it back to Facebook. The interaction between the wristbands and the microchips allowed visitors to place a digital ‘like’ on everything in the village, including the pool, the spa and the sports pitches. By checking in with the relevant ‘like’ unit, a post would be sent to Facebook. Some 40 attractions were tagged in this way enabling teenagers to automatically brag about what they were getting up to on their Facebook profile.

In addition, the bracelets were used to automatically tag photos that were being taken by professional photographers at the event and uploaded to Facebook.

Despite the fact that the village only hosts 650 teenagers, the event achieved more than 35,000 posts on Facebook.

Unlike Diesel’s Facepark campaign, which aimed to highlight the ridiculousness of some aspects of social networks, this campaign was a true celebration of the blurring of lines between online and offline networking.  It seems to have brought some of the fun elements associated with Foursquare to teenagers, without having to sign up for a new social network or have a smart phone.

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