Coca-Cola continues to experiment with the latest technologies. Following its 3D fountain project in Ecuador, the company has rolled out a campaign which integrates  the television commercials with a mobile app in Hong Kong.

Photo: the ‘Chok’ campaign is youth-oriented, from www.psfk.com

Coca-Cola’s app Chok turns mobile devices in a remote control that the user shakes when a Coke commercial comes on the screen. The app takes the audio signal from the commercial and synchs it to the phone. After the app has recognized that the commercial is on air and the phone is shaked, the most competitive users can enter a sweepstakes collecting digital bottle caps and win prizes.

Julie Ask writes in a Forrester blog. «They enhance the video/commercial experience by getting the consumer to be active. The act of collecting the bottle tops gets the consumer off the couch and to interact with the ad directly. I think it’s very cool.»

The app has proved to be a great success. It became the No.1 free app within 15 hours of launch and online social chatter reached up to 218%. The app has also won a Digital Media Award.