Battle For Everything
- Brand
- Coca-Cola
- Year
- 2012
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Simulation & Strategy
- Platform
- Web
- Agency
- Feels Like
Objective
Coca-Cola Zero attached itself to the theatrical release of Battleship to reach young men outside of TV advertising, and used the tie-in to push volume into its My Coke Rewards loyalty program. Codes hidden on Coke Zero packaging gave buyers a direct reason to pick up bottles and multipacks in the run-up to the film's premiere.
Solution
At battleforeverything.com, players take command of a tower-defense battle against the alien invasion from Battleship, placing and upgrading weapons as waves of enemy ships close in by sea, land, and air. Footage and characters from the film, including Alexander Skarsgård, cut into the action to carry the story between waves. Codes from Coke Zero bottles and multipacks unlock further levels and stronger weapons, giving players a reason to come back with more codes in hand. Finishing a level can trigger an instant-win prize and an entry into a sweepstakes, and players can post their score to compare against friends.
- 1
The player reaches the game at battleforeverything.com, a free browser title linked from Coca-Cola Zero packaging and film promotions — no download or purchase required.
- 2
On entry, the game frames the story with real footage and plot beats from the film "Battleship," including actor Alexander Skarsgård, set to a dynamic soundtrack.
- 3
The player takes the role of Earth's defense, tasked with repelling an alien invasion arriving from the sea rather than playing as the attacker.
- 4
The core loop is tower defense: the player places and aims weapons on the map to stop waves of enemies before they break through.
- 5
Combat unfolds across sea, land, and air levels that follow one another in sequence, with the sea encounters recalling the classic board game "Battleship."
- 6
Players unlock additional levels and upgrade their weapons by redeeming My Coke Rewards codes printed on Coca-Cola Zero and other Coca-Cola product packaging.
- 7
Finishing a level gives the player a shot at an instant prize, such as movie or concert tickets, along with an entry into a sweepstakes for bigger prizes like trips and Coke Zero coupons.
- 8
The game includes a social layer letting players compare their scores against friends.
- 9
A parallel, no-purchase entry point runs through a Coke Zero x Regal Cinemas promotion: players request a free code by email to join the same instant-win and sweepstakes program, with prizes including a Hawaii trip for the winner and three guests, "Battleship" posters, and Regal Cinemas tickets.
