With the recent “Share your Coke” campaign where anyone can have a customized Coca-Cola bottle or can with his name on it, Gefen Team has decided to go even a step further in Israel. They created a personalized road that greeted Coke’s consumers as they approached it, in the same personalized way consumers found their names on Coca-Cola bottles or cans. How did it worked? They transformed the main billboards into remote digital billboards. Through a special Coca-Cola app., people were invited to enter their name. Then they where identified by the geolocation app. As they approached the billboards and their names was transmitted to it. They also received a message on their smartphone notifying them to look at their name on the billboard. The app ranked #1 in Israel's app store as of day one, and kept that position throughout the entire campaign period.