Coca Cola: Chinese New Year Games
Open the game- Brand
- Coca-Cola
- Year
- 2022
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Mini-games
- Platform
- Mini-app
- Agency
- UNIT9
- With
- Le Polish Bureau
- With
- Coca-Cola
- With
- Ogilvy Shanghai
- With
- Unlisted
- With
- Hornet Inc.
Objective
Coca-Cola sought to create a family-friendly gaming experience for Chinese New Year (Year of the Tiger 2022) to unite multi-generational audiences across China and celebrate the holiday through an innovative, interactive activation on WeChat, the country's largest social platform.
Solution
The campaign featured a series of intuitive multiplayer mini-games accessible via QR codes on special edition Coca-Cola cans, directing players to a WeChat-exclusive experience. Players controlled gameplay using innovative motion-based mechanics: screaming to make a tiger fly, blinking to trigger jumps, and head movements for air hockey. UNIT9 developed a standalone website specifically for WeChat's browser environment, leveraging advanced body and face tracking technology to overcome platform limitations. Players earned "tiger coins" rewards based on in-game points, which could be redeemed for prizes. The experience was designed for cross-generational, intuitive play.
Results
The campaign won an FWA award and was recognized as achieving a new standard for WeChat activations.
