Web3 Initiatives by Brands: Coca Cola

ambujsaxena05 April 26, 2024 4 Comments

Coca-Cola’s AR Interactive Can Labels

Name of the Brand: Coca-Cola
Sector of the Brand: Beverage
Initiative in Web3: Coca-Cola’s AR Interactive Can Labels
Month and Year of Execution: December 2019
Agency that executed their Web3 brand campaign: Tactic Studio

Intended Benefits to the Brand:

Having first debuted in a European print ad in 1933, the Coca-Cola polar bears are some of the most beloved, time-tested holiday icons in popular culture. In 2019, San Fransisco based Tactic Studio joined hands with Coca Cola in which the Coca-Cola Polar Bears took center stage in the brand’s first large-scale Augmented Reality (AR) activation. By using the Coca-Cola mobile app to scan holiday cans and bottles, fans can explore the bears’ “arctic home” and share a little holiday magic.

Coca-Cola’s AR Interactive Can Labels transform traditional product packaging into interactive experiences. By scanning the can labels with a smartphone, customers can access AR content such as games, quizzes, and exclusive promotions, enhancing brand engagement and creating memorable experiences.

What makes the campaign even more memorable is that Different packaging options unlock different Polar Bear AR experiences – from a sledding scene inspired by the 2013 Coca-Cola holiday ad, to snowball fights, to a holiday light show. When two cans are scanned together, the Polar Bear family will tap out “Jingle Bells” on glass Coke bottles. 

Check out the video that explains the campaign better:

The AR experience allowed users to see the polar bears engaging in various activities, such as playing in the snow and throwing snowballs. Meanwhile, it offered extended tracking, maintaining the virtual scene even if the target moved out of the camera’s view, resulting in a more immersive customer experience.

A key challenge addressed was attaching 3D objects to cylindrical cans and bottles. This challenge was solved using Vuforia Engine, a leading AR software known for its cylindrical tracking capabilities. By utilizing hidden markers within polar bear images, the AR experience seamlessly brought the iconic Coca-Cola polar bears to life. This was critical for consumer experience!

This initiative not only enhances the product experience but also strengthens brand engagement by providing opportunities for customers to interact with the brand. It was reported that the campaign opened to with hundreds of thousands of activations within the first week of release. The organic sharing of the experience contributed to increased downloads and usage, reducing marketing costs. Furthermore, consumer feedback praised the ease of use and the inclusion of surprise limited-time offers, driving further product engagement.

Check out the Web3 Initiatives by Brands: Wendy’s

By leveraging Web3 technology to create interactive product experiences, the beverage giant strengthened its position as a leading beverage brand. Consequently, it also cultivated meaningful connections with its customers.

Bonus Term of the day

Source: https://blog.unity.com/technology/how-tactic-used-augmented-reality-to-bring-coca-cola-to-life-for-the-holidays

https://www.ptc.com/en/case-studies/tactic-coke-augmented-reality-interactive-applications

AboutAmbuj Saxena

An MBA in Branding Communications from one of the topmost MBA colleges in India- Mudra Institute of Communications, Ahmedabad and a Computer Engineer from Jamia Milia Islamia, Delhi; Ambuj Saxena is a seasoned Entrepreneur and loves to stay updated with all the latest Tech. An avid Blogger (whenever time allows it), Ambuj loves to share his wisdom and experience with his online community. A verified author on Medium, Ambuj has penned some really interesting reads both on the Personal and the Professional front. Back in 2016, Ambuj Saxena started off his Entrepreneurial journey with BnBNation - an aggregator of homestays in India and his foray into Digital Marketing through his Boutique Agency - Social Buzz which has grown steadily since then. With a host of prestigious clients in his kitty, Ambuj has delivered on client ROIs, always exceeding expectations. His endeavours have been duly awarded from time to time through his clients' words of appreciation and the several awards he has bagged during his career span. Ambuj has also co-authored a book on 'Indian BnBs: An emerging disruptor in the Hospitality sector' which is being used as a Reference book in 4 universities across India.

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