Through a recent collaboration for the Share a Coke with Humanity campaign, JetBlue and Coca-Cola teamed up to encourage and reward random acts of kindness.
The brands executed the experiential campaign at New York’s Penn Station by placing a Coca-Cola vending machine at the heart of the train terminal for 24 hours. With each transaction, consumers would receive a little surprise—an extra bottle of Coke. Individuals were skeptical as to why they heard an additional bottle rolling down but soon made the connection after seeing the directions on the vending machine’s LCD screen that read, “Share A Coke with Anybody.” Of the 150 different transactions, 70 percent of consumers shared their extra Coke with a nearby stranger. After giving away the extra bottle, a lucky handful of participants were handed yet another surprise—round-trip travel certificates from JetBlue representatives.
By strategically placing a commonly used item in an ideal location, Coca-Cola and JetBlue were able to conduct a social experiment that encouraged consumers to interact with the two brands and other fellow consumers while sending an uplifting message through compensated compassion.