Coca-Cola has launched a new campaign featuring the launch of offline and online experiences, including a “Metaverse Music Festival”.
Imagined and developed by Ogilvy Shanghai under OpenX (WPP’s bespoke team dedicated to Coca-Cola globally), the “Share a Coke” summer campaign was launched in Mainland China, Taiwan, Macau, and Hong Kong, turning every Coke bottle into “a connection point for friends to engage and create magical shared memories wherever they are, something deeply important for digital natives,” said the brand.
Coca-Cola has created a limited-edition Coca-Cola “Summer Get-Together” Bottle, with labels that transform into your drink to provide Coke lovers with hundreds of fun scenarios to enjoy the summer with their friends.
The activations also extend online with two interactive mobile games:
With the Social Generator, Coca-Cola brought the “Summer Get Together” Bottle concept into the digital world through a WeChat-embedded game. By shuffling their phone, users can generate a social poster with summer activity ideas and can tag their friends to meet up offline and share a Coke together.
The brand then launched its own “Metaverse Music Festival”, using metaverse-inspired 3D-fication of avatars, 3D gameplay experience and a chained ‘share-challenge’ mechanism.
When entering the game, users are invited to customize their avatar and choose one of four scenarios to music-battle their friends. Played just by finger tapping, each gameplay is rewarded with special lucky draw coupons, with the added excitement of out-dancing friends over summer. As players invite their peers to join the challenge through social sharing, their avatars will all appear on stage at the same time – a way to foster connection even in the virtual world.
The entire campaign was amplified on social, as Ogilvy produced short humor-filled videos that went viral on Weibo and Douyin, generating over 140 million impressions.