(Source:  Mashable.com)

Coco- Cola’s new product campaign in Bogota, Colombia uses the street-side environment decked with a large movie screen display and models handing out the coke mini to the drivers caught in congestion.  The neat trick I found so fascinating is how they made this an interactive experience – asking the drivers to tune into a radio station to hear the accompanying sound track while watching the visuals on the screen (infrastructure required to do this is not too complicated.  You may have seen a similar set-up near Work Zones, with Highway Advisory Radios offering traffic congestion information).  The whole experience is capped by the colorfully dressed models handing out the products to drivers.

On one hand it looks like a clever way to market the product while entertaining the drivers who got no place to go expect to wait for the traffic to clear up and on the other hand it looks like a terrific way to get a fender bender with all the audio-visual distractions.  It will be nice to know if someone is collecting traffic incident data on this particular stretch of highway during this campaign.  It will shed some light on the effects of such campaigns on the road users.