[CaseStudy] Zero Budget for Exhibition Brochures? How Coca-Cola Collects Data via Digital Pop-ups

The Digital Shift in Global F&B Exhibitions

As the season for major global F&B trade shows like Anuga, SIAL, and Gulfood approaches, marketing managers face a critical challenge: How to turn fleeting booth visitors into permanent data assets?

While many brands still rely on static paper brochures, leading brands are looking for more interactive, data-driven ways to engage their audience. Today, we’ll show you how you can apply the Digital Pop-up Strategy—the same technology used in Coca-Cola’s ‘Giant Coke Building’—to your next exhibition booth to collect customer DBs and drive real-time sales.

1. Why Paper Brochures are Losing You Money at Trade Shows

Despite the digital age, many brands still rely on physical brochures at event venues. Here’s why global leaders are moving away from them:

• Untraceable Data: You cannot track who took the Brochure or which product caught their eye.

• Budget Waste: Printing, logistics, and disposal costs add up to thousands of dollars that literally end up on the floor.

• The Conversion Gap: A visitor who tries a sample and takes a Brochure rarely converts to an online purchase without a digital bridge.

2. Three Key Solutions Coca-Cola Chose from XROO

✅ 'Digital Goods Exhibition' via 360-degree Viewer

Limited booth space often prevents brands from showing their full product lineup or limited edition goods. Coca-Cola solved this by placing 42 collaboration products in a 360-degree digital viewer. Visitors could interact with products at their fingertips, leading directly to entry forms and purchase verification.

✅ 'Hidden Mission' Flow: Turning Visitors into Data Assets

To increase customer dwell time, XROO implemented "Hidden Missions" throughout the Coca-Cola pop-up. For exhibitors, this is a goldmine. By requiring a simple reward-based task (like finding a digital key), you can naturally induce marketing consent and collect high-quality customer DBs. This transforms a one-time visitor into a long-term lead you can retarget via email or SMS after the show ends.

✅ Real-time Sales Conversion via Integrated Web-malls

Don't let the excitement end at the booth. Coca-Cola integrated live broadcasts and major commerce channels directly into the digital experience. This allows for a seamless Direct-to-Consumer (DTC) flow where a visitor scans a QR code, experiences the brand digitally, and completes a purchase on their smartphone before even leaving your booth.

3. Sustainability: One Build, Multiple Global Campaigns

The beauty of XROO’s digital pop-up is its reusability. A digital space built for a trade show in Europe can be easily updated with new designs for a seasonal promotion in Asia or North America. By sending a fresh link to the database you’ve already collected, you drive repeat engagement without the cost of a new physical build.

📍[Experience It Now] 360 VR Field Tour

XROO uses high-fidelity 360 VR filming to archive physical spaces. Explore how the Coca-Cola Christmas Pop-up was brought to life in the digital world:

👉Go to Coca-Cola 360 VR Experience

🚀 Boost Your Next Exhibition with XROO

Stop wasting your marketing budget on Brochures that get thrown away. Start turning your booth visitors into measurable sales data.

We are offering a Limited-Time Strategy Consultation for F&B Brands:

• Target: Companies participating in global exhibitions within the next 6 months.

• Benefit: A customized digital strategy blueprint to replace traditional paper materials.