A smart way to get people to temporarily look at your brand instead of their phone is to temporarily sponsor their data usage. Emphasis on temporarily.
From AdAge: Coca-Cola is turning its beachfront concept store in Rio de Janeiro into a lab for the company’s “Happiness Refill” project — a dispenser that gives young cellphone users data credits to browse the internet rather than a soda …
“Our briefing [to Ogilvy] was that I need you guys to think about something that connects Coke, mobile and the middle class consumer,” said Adriana Knackfuss, senior consumer-connections manager at Coca-Cola.
From PSFK: The Coke machine, known as the “Happiness Refill,” was created by three Ogilvy offices (Sao Paulo, Rio and Recife). To use it, a consumer presses their phone against the tap to receive data credits for free internet navigation on an exclusive Coca-Cola mobile browser. The browser provides access to Coke FM radio, social networks including Facebook and Twitter, and the weather forecast. Each time they “refill” their phone, they receive 20 megabytes.
I’m kind of surprised it didn’t just come free with the purchase of a Coke.