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.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Pretty cool concept, I like it! Who’s behind it? Seems like a good way to get punters to interact to receive their prize. Augmented reality is surely going to feature more and more in marketing for big brands like Coke.
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Sounds like you might be behind it digitalandy.
It’s a nice idea, but not THAT nice. 😉
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Seems a very convoluted mechanic and not the best use of the technology. Why not use the technology to actually engage consumers in what they are passionate about – football? Seems a big ask to expect people to come down with their pre bought Coke bottle. It may drive sales at the Easter Show because people want to win prizes but can’t see it achieving much beyond that immediate environment e.g. how is it relevant to the millions of Coke consumers who aren’t at the show? How is the experience amplified out to them in an engaging way? Nice inclusion of technology but poorly used.
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Looks like Chris Dillion from Aura on the RHS so I guessing AURA, but not 100%
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The FIFA Interactive World Cup was staged by our company, Entertainment Marketing Group. We are engaged by FIFA and work with the World Cup sponsors and their agencies – EA Sports, PlayStation, Coke and Adidas – to bring the event to life.
This is the first year we have used the Easter Show as the venue – with an attendance of almost 1 million people over 14 days – it is Australia’s biggest single event, and has allowed us full brand engagement with just under 200,000 people through the period.
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Augmented Reality is a great technology. I think we’re yet to get it right here though. Ease of interaction and maximising creative opportunity means ultimate engagement! Perfecto.
It would work well in a peer group environment with an activator that’s easy to access.
Good results it would seem from an interaction perspective for this event though, well done!
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The Coca-Cola augmented reality promo at RES was developed by one of our agencies, Maverick (activation) and was executed with the help of The White Agency (digital).
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