Israel put a uniquely digital spin on the global “Share a Coke” campaign – which lets consumers personalize cans and bottles of Coca-Cola with their first names – by turning the country’s most visible billboards into interactive signs that greeted people by name.

More than 100,000 consumers downloaded a location-based Coca-Cola smartphone app, which used geofence technology to sense their proximity to the special billboards and transmitted the names to the signs. Approaching consumers received a message alerting them to look up and see their name in lights. Signs of the times, indeed.