To immerse customers in the Coca-Cola brand, we partnered with Marvel to create an unprecedented global Augmented Reality (AR) experience that brought the Marvel Universe to life directly from Coca-Cola’s cans, bottles, and packs.
Developed by WPP Open X, led by VML and Subvrsive, Marvel Epic transformed limited edition Coca-Cola packaging into a dynamic AR experience featuring over 30 Marvel characters. This groundbreaking project allowed fans to engage with and collect their favorite superheroes in an exciting new way, deepening the connection between Coca-Cola and Marvel’s iconic characters.
Client Overview:
Coca-Cola, one of the world’s most iconic brands, partnered with Marvel to launch their special edition Marvel-themed packaging. The brand envisioned a dynamic augmented reality (AR) experience that would captivate fans globally and enhance the emotional connection with both brands.
The Challenge:
The key challenge was to develop an AR experience that could be seamlessly activated from Coca-Cola’s cans, bottles, and packs across different regions worldwide. With over 30 unique Marvel characters printed on various types of packaging, the project demanded a solution that ensured a consistent and engaging user experience, regardless of packaging size or design variations across different countries.
The Solution:
We transformed Coca-Cola’s limited edition packaging into interactive portals to the Marvel Universe. The experience allowed users to scan their packaging and instantly engage with dynamic animations and visual effects, bringing over 30 Marvel characters to life in stunning detail. Each character was crafted with multi-state animations, allowing users to watch their favorite superheroes strike epic hero poses and interact with them in full 360-degree views. Fans could collect and track their favorite characters, saving them to their account, and even unlock special “easter egg” experiences through specific combinations of characters. The platform also encouraged sharing, enabling users to showcase their collections with friends. This innovative solution delivered a captivating and immersive AR experience to audiences in over 50 countries, reinforcing the connection between Coca-Cola and Marvel’s iconic characters and creating an engaging, community-driven experience.
Epic Heroes
