Tagged 'fomo'

Coca-Cola fights FOMO with ‘Social Robots’

This year marked the 10th anniversary of Coca-Cola’s Summer Love Festival: three days of parties, games, spas and music for Israeli teens—all with unlimited access to Coca-Cola. Of course, not every teenager who’d like to go can attend, setting up those who are absent for a serious case of FOMO: the fear of missing out, and in this case, the uneasy feeling that your peers are having a better time than you are. So Coca-Cola created a solution for a few of those left out: Social Robots, which allowed teens to join the fun virtually.

Controlled by users from their homes, these robots wheeled around the camp, equipped with webcams and microphones that allowed for interaction with festival-goers. Users could watch shows and even participate in competitions. Teens at the festival embraced the novel avatars, dancing and sunbathing with them. The robots also attracted attention from local media outlets.

By addressing FOMO—which is especially strong among social media-immersed teens—with a creative use of robots, Coca-Cola injected some novelty into this year’s festival, boosted engagement among attendees and brought its “Share the happiness” theme to life in yet another way. (Coca-Cola’s “Small World Machines” in India and Pakistan are another recent example.) Meanwhile, robot avatars have interesting potential, allowing brands to bring vicarious enjoyment to far-flung consumers; as part of its “Three Minutes in Italy” promotion, San Pellegrino recently let people take virtual tours of Taormina in Sicily using five remotely controlled robots.

Coca-Cola presents: The Social Robot from Gefen Team on Vimeo.

Kit Kat crafts tongue-in-cheek reprieve from social media commitments

JWT Singapore and Kit Kat recently launched a desktop widget dedicated to helping young adults manage their rising social media obligations. The Social Break app was created in response to findings from a survey they conducted among 19-26-year-olds in China, Singapore and the U.S. that found that maintaining a perfect social media image and presence is making these Millennials increasingly anxious.

Demonstrating clear symptoms of FOMO (Fear Of Missing Out), half said they feel pressure to be in constant contact on social media, and this burden is intruding into every facet of their lives. More than a third of young Americans visit social media sites when they wake up in the middle of the night; 45 percent of young Singaporeans do so during lectures and class; and 14 percent of young Chinese say they tap away during meetings. In fact, more than half of those surveyed found it too time-consuming to keep up with their social media commitments and concede the time they spend on social networking sites has had a negative impact on their job or studies.

The Kit Kat Social Break widget is designed as a tongue-in-cheek reprieve from all this anxiety. Its settings enable users to automatically “like,” share and tweet activity on their Facebook, LinkedIn and Twitter profiles, freeing them up to embrace the endless possibilities a break has to offer. For more on how brands can work to alleviate FOMO, see our March trend report.

Heineken taps into FOMO to promote responsible drinking

Convincing consumers to drink responsibly is no small task. Local authorities often create public service initiatives that confront drinkers with the potentially brutal consequences of over-indulging. The New York City Health Department, for example, is running an ad campaign that shows excessive drinking leading to violence and even hospitalization. And a controversial campaign from the Pennsylvania Liquor Control Board played up the link between alcohol abuse and rape. While these are designed to provoke guilt and shame among the target audience, one study has questioned the efficacy of this strategy.

By contrast, Heineken’s recently launched “Sunrise” campaign works to inspire a different anxiety: tapping into FOMO, or the fear of missing out. An 85-second video shows a man drinking responsibly at an epic Heineken-sponsored party; while some partyers appear to become incapacitated, this man eventually walks out to enjoy the sunrise with a sexy woman on his arm (celebrity DJ Audrey Napoleon). The tagline: “Sunrise belongs to moderate drinkers.” A social media component asks all-night partyers to “Tweet your sunrise and celebrate with the world.”

Here, drinking too much means missing out on the best parts of a great night out. It’s a more subtle approach that spotlights the upside of curbing one’s intake: While a few beers can help fuel the fun times, any more than that and you risk dropping out of the festivities too soon.