Gole Premiado
Computer vision and machine learning for a first-of-its-kind sign-up in a Coca-Cola campaign.
Project overview
- Client
- Coca-Cola · with the Batux agency
- Practice
- Applied AI · Computer vision
The challenge
Create a new, exclusive sign-up experience based on recognizing the cans of different soft drinks for the Gole Premiado campaign, which took the winners to the CONMEBOL Libertadores final.
Mesa did the work in partnership with the live marketing agency Batux.
The solution
Sign up with a sip
Together, our teams produced thousands of images and videos to train the machine learning system, resulting in sign-up through a 5-second video.
In it, participants only need to show the can and take a sip of the soft drink. Recognizing the can and the gesture of drinking a Coca-Cola was now part of entering the promotion. All without PIN codes or receipts.
Results
- 5 s of video to enter the promotion
- Bex Awards Activation of the Year
- 0 PIN codes or receipts
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