Coca-Cola Midtown Red
15863
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Coca-Cola Midtown Red

Category
Branding, Digital, Strategy, UX, Web
About This Project

The Setup

Midtown Red was a global beverage company’s first proximity marketing experience. It combined beacon technology, a mobile app and an Offer Management System to test a new intelligent equipment platform in a real neighborhood. North Highland built the consumer app, coordinated a merchant Offer Management System and deployed hundreds of beacons across Midtown Atlanta. The app went from idea to app store in 5 weeks. It delivered more than 55,000 offers, drove new business to local merchants, and logged over 670,000 beacon sightings that revealed how people move through the district.

What I Led

I led the design of a forward-looking v2 concept. The idea was to take what the pilot proved and imagine the neighborhood as a smart, connected place. v1 knew when you walked by. v2 understands what you like and what’s around you, and makes the reward feel personal. I extended the system from beacons to smart equipment, turned the offer app into a real loyalty program, and gave merchants a mobile tool they could use between orders.

What We Delivered

A v2 concept for Midtown Red:

  • A redesigned consumer app with a live neighborhood map, personalized offers and one-swipe redemption
  • The Red Pass, a district-wide loyalty program with tiers and perks
  • A mobile merchant app for creating and measuring offers in real time
  • Smart coolers, Apple Watch and lock-screen moments
  • Midtown Pulse, a live view of foot traffic across the district

Credit to KC Wolff-Ingham for his work on the original project.

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