Coca Cola is using augmented in its latest marketing campaign to animate Coke cans with some cute 3D animations. The AR-activated cans have been designed to give consumers a more immersive experience with Coca Cola-themed content. The Coke packaging is now transformed into a source of virtual entertainment that will appeal to users of all ages.
Each of the cans has been marked with a unique code which will trigger some 12 lighthearted scannable stories. Each of these stories features some small conflict where the differences are resolved over a can of coke. This experience is geared to evoke positive emotions about the Coca Cola brand.
In one of the stories, two rival football fans are enthusiastically banging the drums cheering their home teams and become friends later on after soccer ball shoots out of the can. Another story features a couple watching in a horror movie who subsequently drop their popcorns after being spooked by the movie. The characters featured in each of the stories end up sharing a Coke after it all with the Coke signature motto Share a Coke being highlighted.
A developer video that was posted on YouTube details the intricate process involved in designing the 3D animations. The campaign was designed and developed by Ogilvy and Timber.
This is not the first time that AR animations are being used in experiential marketing but the implementation in this particular marketing campaign has been quite elegant. The fundamental idea is to create the theme of people working together in harmony where Coke helps bridge the differences and resolve conflicts. The Coke brand has always revolved around the theme of harmony and happiness and this augmented reality campaign brings that out clearly. Augmented reality technology allows users to overlay these stories into their real-world environment with the Coke can serving as a prop and the backdrop for each of these experiences.
Coca Cola has experimented with augmented reality marketing in the past. A campaign launched early this month for its Fanta brand allowed Snapchat users to point their smartphone cameras at Fanta billboards and posters which activated augmented reality filters and other digital content. In 2018, Coca Cola also launched an augmented reality experience on the NASCAR mobile app that enabled users to walk into an augmented portal as well as the famous playoff moments.