Can't decide what to eat? The Coca-Cola Mood Meal augmented reality filter analyzed users' moods to provide personalized meal recommendations. Users unlocked a discount off any meal in collaboration with Uber and other European food services apps.
Client
Region
Industry
Insight
When people can’t decide what to eat, it's usually the result of wanting to satisfy an emotion instead of a craving. Emotional states can influence impact decision-making more than rational preference, especially with low-stakes, high-frequency choices like meals.
Problem
How can we offer a fun, personalized way for users to select Coke with their meals, when using food delivery apps?
Solution
We developed a web-based AR app that recommended meals based on users’ detected moods. To read facial expressions, we leveraged 8th Wall’s facial landmark technology, a computer vision process that identifies and localizes specific points or landmarks on a face in images or videos. Once our program read a user's expression, our experience suggested a meal to match the user's emotion, complemented with an Uber Eats coupons. We initially launched in North America, and later localized the product to EU markets to increase adoption, tailoring messaging and partnering with regional food services apps.
Impact
In collaboration with Ogily New York, we developed the campaign positioning for Coke Trademark, rooted in emotional relevance and personalization. Our user testing and consumer insight intake produced a fun, shareable, and commerce-driving activation. We achieved 5.57% CTR on Uber's media channels. As the hybrid product and delivery manager, I defined product requirements with the creative and engineering teams across North America and EU. A priority for us was to leverage facial recognition technology without any short-term storage of user's faces. We partnered with Uber Eats for in-app integration and coupon delivery within the US. This provided the framework for European localization, where we partnered with other food service apps, including Wolt and adapted messaging for cultural resonance in each region.
