By Amy Looker

Coca-Cola Amatil (CCA) is rolling out a new interactive drinks fridge as part of its increased commitment to digital capability (see consumer video of the fridge here).

Launched last week into on and off-premise outlets across New South Wales and Victoria, the fridge was created in partnership with digital agency tkm9 and offers customers special deals on food and beverage depending on the time of day.

It also acts as a database on consumer insights, recording the most popular time of day that certain products are purchased, allowing CCA to create content that is relevant to particular outlets.

"We set ourselves the challenge of getting the cooler to do more than just displaying our great brands – we wanted to turn it into a media hub that would allow consumers to connect with us like never before," said CCA’s national digital strategy manager, Steve Caproni.

"The coolers we’ve developed, with software and digital content innovator tkm9 and Transcity as the manufacturer, are a huge leap forward in reactive and interactive advertising as they allow us to have instant engagement with consumers where it matters most, the point-of-purchase." 

Along with being able to offer tailored deals to consumers, the fridges are able to play interactive games, music and videos and has Facebook connectivity.

The first four fridges are up and running at Cremorne Hotel (Sydney), Railway Hotel (Melbourne), Coles Heritage Springs and Fred’s Fruit market at Edensor Park

Seventeen additional outlets across New South Wales, Victoria and Queensland are set to receive fridges this week, while the South Australian roll out will commence in a fortnight.

See a consumer's YouTube video of the fridge here.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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