TRON LiveCycle
Open the game- Brand
- Coke Zero
- Year
- 2010
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Racing
- Platform
- AR
- Agency
- CP+B
Objective
Coke Zero partnered with Disney to promote TRON: Legacy film (November 2010–January 2011), targeting young men with an innovative mobile experience. The campaign aimed to create an immersive branded entertainment that merged the digital TRON universe with players' real-world environment.
Solution
CP+B developed the first-ever location-based mobile game for iPhone 3GS and iPhone 4, combining GPS tracking, accelerometer, and compass sensors to map physical movement into Light Cycle battles. Players walked or ran through open areas (parks, fields) to create light trails and destroy opponents' walls through real-world movement rather than button controls. The integrated campaign also featured an augmented-reality experience: holding limited-edition Coke Zero cans or cups to a webcam triggered exclusive TRON: Legacy AR content. All assets were hosted on the revamped cocacolazero.com alongside exclusive film content, running concurrently with the movie's theatrical release.
Results
Not published.
