Playable Billboards

Objective

Coca-Cola aimed to bring its global 'Real Magic' platform to life through an innovative out-of-home installation in Times Square. The brand sought to spark unexpected moments of human connection in one of the world's busiest locations, addressing the insight that gamers often play solo and miss the social experience. The activation was designed to resonate with a globally connected, diverse audience through a universally understood gaming experience.

Solution

A 42-by-68-foot interactive LED billboard (1,800 LED modules) transformed into a retro-style two-player Pong game in Times Square. Passersby scanned a QR code displayed on the screen to participate; two players controlled virtual paddles shaped like Coca-Cola bottles, competing to reach 10 points first. The winner received a mobile coupon for a free Coca-Cola beverage from a nearby vending machine. The project was developed by GREY Dubai, Grey New York, and WPP (Townhouse WW and Subvrsive handling technical execution).

Results

The campaign generated 6.8 million impressions and facilitated 234 unique interactions among strangers, with players spending an average of five or more minutes engaged with the gameplay experience. The activation was listed among the top Instagrammable moments in NYC.