The 0.5L bottle of Coca-Cola is fitted with a camera at its base. Whenever the bottle senses a 70 degree tilt, it takes a picture.
The technology was used as part of the Coca-Cola Summer Love campaign, the biggest brand outdoor event in Israel. The concept was created by innovation agency Gefen Team.
“Today, everybody is all about Snapchat and their selfies,” says the agency. “All of the pictures are then uploaded to users’ Snapchat, Coca-Cola Israel's Facebook page, and the brand’s Instagram page.
“Users tag themselves and their friends in photos on Coca-Cola’s social media assets. It really does the trick and makes the partygoers more present and active during the event, knowing they can share their special moments just by drinking.”
Also appealing to the selfie generation is Coca-Cola's Be More Fanta marketing campaign, which uses 'selfie-inspiring packaging' to encourage activity on social media.