Marketing assets

Coca-Cola is creating virtual environments and resources as part of an ongoing campaign

Coca-Cola has decided to launch its new flavor in the metaverse. The result was a series of immersive experiences including AR games, virtual concerts, and more. While some events are live, others are happening whenever you find the QR code, so it’s not too late to check it out.

Explore activations, avatars and assets

The first one Coca-Cola Creations project was a shirt to commemorate the Stars light flavor. From there, the business went up a notch with a clothing line for AR avatars. The project is a fun proof-of-principle, but it’s relatively limited, as it’s only available to owners of Samsung Galaxy line phones.

The company’s next AR activation was a bit more accessible – a instagram filter series. This was followed by an ASMR video, (Yes really), the actual product launch and other apparel.

Those who may have already been confused by the marketing plan so far were pleasantly surprised by two Ava Max AR Concerts launched from QR codes on limited-edition bottles.

Coca-Cola Creations Ava Max AR concert

The concerts involved volumetric captures of the recording artist in a virtual environment complete with digital effects and backup dancers. Partners for the second virtual concert experience were creative AR platform 8th Wall and creative production partner Tool of North America.

The company then announced an upcoming virtual collectibles line on VeVe. Veve is an AR-enabled platform that works similarly to NFT sites but uses a currency on the platform instead of crypto and file downloads instead of blockchain verification. The platform also provides an immersive world where users can showcase their collectibles in virtual showrooms.

See also: Regal and Moviebill deliver AR collectibles to moviegoers

Games and immersive spaces

8th Wall, acquired by Niantic earlier this year, had previously worked with Coca-Cola on immersive activations – most recently on “Treecording“, an experience that allowed users to place a virtual Christmas tree in their environment.

Coca-Cola Treecording

It’s no surprise, then, that 8th Wall has also powered a number of Coca-Cola creations, starting with the second of the AR Ava Max gigs detailed above. Then 8th Wall – again with Tool of North America – created an AR game launched from Coca-Cola’s new Zero Sugar Byte can. The game featured “Byte“, a block character adventuring and collecting bonuses.

Coca-Cola Creations Byte AR Minigame

The next game created was a little more ambitious and used the “AR portal” technology that 8th Wall helped develop. Users tap their finger to place an AR gate. Stepping through that door takes them into”Imaginary worldalso the name of another new flavor of Coca-Cola.

The game currently in Dreamworld is a rhythm game. The blocks descend on a track towards the user, who then taps the blocks on their mobile screen – much like a simple Guitar Hero. However, the game is only an introduction to things to come.

Coca-Cola Dreamworld Creations

Dreamworld was also created in partnership with tomorrowland, a European EDM festival. So, if the tapping rhythm game doesn’t impress you, remember that this will also be a dedicated site for future virtual gigs.

We don’t have a setlist for the upcoming virtual concerts yet, but artists with music in the current rhythm set include Cellini, K.C. Lights, Culture of the vintageand Martin Garrix.

More to come from Coca-Cola

Coca-Cola’s creations are a scattered approach that can seem disjointed. But, continued partners with established names in immersive spaces point to a portfolio of enduring projects. At the time of writing, the company has announced a partnership with digital fashion brand ROBESX – although we don’t yet know exactly what it will look like.