'Drinkable advertising' - Coca-Cola - USA

To encourage more people to try Coke Zero they created an entire campaign around drinkable ads.

They created special build poster sites which dispensed Coke Zero at major sports events and developed a partnership with Shazam which allowed TV ads to download free drinks to mobile phones.
Radio ads worked with sound only, print ads became cups and flyers became straws.

They created the most Shazamed ad ever and with 155,000 free drinks redeemed over the first weekend they also created the most successful Coke sampling campaign ever.