Coke launches augmented reality promotion as part of FIFA push

Coca‐Cola South Pacific has launched a promotion using augmented reality at the Sydney Royal Easter Show as part the soft drink brand’s tie-up with the EA Sports FIFA Football Experience powered by Playstation event.

The Coke promotion, which asks consumers to bring a Coke, Coke Zero or Diet Coke bottle onto a custom built, football pitch‐like stage, will see their prize revealed via an augmented reality mechanic.

When a consumer holds their Coke bottle up to a camera, a 3D animation is shown on a screen making it appear as though an animated version of their prize is coming out of the bottle.

Libby Bromage, Coca‐Cola South Pacific brand manager, said: “This is the first time we have done something like this. We will be using this innovative technology to add to our consumers’ passion for football and the FIFA World Cup by giving them the chance to celebrate and win.”

The promotion is being run as part of the EA Sports FIFA Football Experience powered by Playstation event currently being held at the Easter Show and is a collaboration between EA Sports, Coke, Adidas and Playstation.

Other activities include a preview of the yet-to-be released EA SPORTS 2010 FIFA World Cup South Africa video game, a PlayStation 3 entertainment zone, an Adidas-branded football skills arena as well as celebrity guests.

Tomorrow will see the start of the FIFA Interactive World Cup qualifier event – the world’s largest football gaming tournament.


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