Coca-Cola - Byte

Objective

Coca-Cola launched Zero Sugar Byte as a limited-edition, pixel-inspired flavor targeting gaming audiences during their ongoing 'Real Magic' campaign. The brand positioned Byte as 'the first Coca-Cola flavor born in the metaverse,' aiming to establish credibility in gaming and digital communities while reaching gamers through interactive digital experiences.

Solution

The campaign combined multiple interactive experiences: an augmented reality game accessible via The Coca-Cola Hub where players help the character Byte jump across rotating tiles to climb a staircase, and a dedicated Fortnite island called Pixel Point with branded virtual environments and mini-games inside giant bottles and cans. The game was developed by Virtue Worldwide and Tool. The limited-edition drink launched in Latin America first, then in the United States on May 2, 2022, and in China on May 23, 2022.

Results

Not published.