Virtue

London

COCA COLA BYTE / PIXEL

As we continue our relationship with Coca-Cola, our campaigns evolve to tap into different elements in culture.

Our next innovation in the Coca-Cola Creations project was Pixel Flavoured Coca-Cola Byte, born in the Metaverse but real enough to touch, taste and of course, even drink. 

We’ve started a teaser campaign by sending influencers coordinates and a custom map created in Fortnite. They were encouraged to embark on a quest to find the new Coke. Byte was launched on a Pixel Point, a new Island created in Fortnite. We built the tension and anticipation further by creating a full unboxing experience of the new Byte Coke on the island. We then topped it with a real life unboxing experience by sending Coke Byte, hidden in a Pixel type box, to our selected influencers.

Those who were lucky enough to get a real drink, could even play an augmented reality game, inspired by the golden age of 8-bit gaming, on the can (or bottle) itself. 


RESULTS:

  • 72% positive social impressions
  • 16.5x higher mentions versus real magic
  • 565 million impressions in the United States alone
  • 6000 people queued for preorder before Virtue even launched the drink



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Coca Cola Creations: Byte

Introducing Coca-Cola Zero Sugar Byte, the second limited edition sparkling beverage from Coca-Cola Creations. Coca-Cola Byte takes inspiration from gaming, is the first Coke born in the metaverse, and its taste is inspired by pixels.

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Virtue

+44 (0) 7919045982 [email protected]