Introduction to Coca-Cola’s AR Campaign
Coca-Cola has launched a brand new campaign that brings its cans to life with augmented reality (AR) experiences. The campaign, created in partnership with Ogilvy Mexico and visual effects developer Timber, features scannable codes on Coca-Cola cans that activate animated stories. Each story centers around a minor conflict amongst characters that’s resolved after they share a Coke.
The Stories Behind the Cans
The stories are light-hearted and fun, featuring animated dramatizations of on a regular basis situations. For example, one story shows two kids whose beach ball is deflated by a beach umbrella, while one other contains a couple who drops their popcorn at a scary movie. The stories are designed to be entertaining and interesting, and every one ends with a can of Coke that brings the characters together.
Creating an Immersive Experience
The AR campaign goals to offer consumers a more immersive experience with brand-themed content, turning Coca-Cola’s packaging right into a source of entertainment. By using AR technology, Coca-Cola is capable of create a novel and interesting experience that appeals to people of all ages. The campaign also conveys a positive brand message, showing how sharing a Coke can bring people together and resolve conflicts.
The Rise of AR in Marketing
Coca-Cola is just not the one brand to include AR into its marketing campaigns. Other beverage brands, corresponding to Fanta and Pepsi, have also used AR to create immersive experiences for his or her customers. In fact, AR-activated packaging is becoming increasingly popular amongst brands, including alcohol brands like Angry Orchard and Devils Backbone. According to researcher International Data Corp, worldwide spending on AR and virtual reality (VR) is forecast to rise 69% to almost $20.4 billion in 2019.
Revitalizing Older Forms of Marketing
In addition to its AR campaign, Coca-Cola has also worked to revitalize older forms of selling. For example, the brand recently launched a campaign in central Europe that used static photos in print and out-of-home ads to capture the unique audio moments related to Coca-Cola, corresponding to the crack of a soda can or the fizzing of bubbles.
Conclusion
Coca-Cola’s AR campaign is an amazing example of how brands can use technology to create immersive and interesting experiences for his or her customers. By combining AR technology with its packaging, Coca-Cola is capable of tell a novel and compelling story that appeals to people of all ages. As the usage of AR and VR technology continues to grow, it should be exciting to see how other brands follow Coca-Cola’s lead and create their very own revolutionary marketing campaigns.
