Pixel Point (Coca-Cola Byte Fortnite Island)

Objective

Coca-Cola launched limited-edition Zero Sugar Byte as a 'beverage born in the metaverse,' using Fortnite as a direct channel to reach gamers at product discovery stage, months before retail availability in May 2022. The campaign positioned Fortnite as both a viable advertising platform and metaverse destination, allowing the brand to deliver product revelation through interactive gameplay rather than traditional media.

Solution

Team PWR created Pixel Point, a custom island within Fortnite's Creative Mode featuring four sensory-inspired multiplayer mini-games: The Castle (defense game), The Escape (puzzle), The Race (bubble navigation), and The Tower. The neon-tinged, isometric environment resembled Tron's aesthetic and showcased collaborative puzzles inside giant glass bottles and Coke cans. Players accessed the island via Creative code 8565-0287-3178 for a limited time. The physical product included retro-styled packaging and a scannable label linking to an AR game, bridging digital and physical brand experience.

Results

Not published.