Since this branded entertainment case is an experiential event there are no imposed restrictions. Except of course the normal ethical ones.

Unsuspecting train passengers at a Coca Cola Zero vending machine were suddenly confronted with a James Bond-like mission. The machine challenged them to race against the clock, through a crowded train station, to collect their exclusive tickets. But along the way, challenges and obstacles unfolded, calling on them to unlock their inner 007. To extend the conversation this live piece of branded entertainment was filmed, posted on YouTube and seeded towards press and blogs.

The event took place in the busiest train station in Belgium, so thousands of commuters witnessed the contest.

But more importantly we directly touched more than 10 million through an online film (made from the live event). Which made this film the most watched online film in Coke history. With over 1.000.000 shares, the online movie quickly became a top 20 most shared film in the world in 2012.