Marvel Epic
A Marvel and Coca-Cola Augmented Reality (AR) Experience
To provide customers with an immersive interaction with the Coca-Cola brand, we brought the Marvel Universe to life through an innovative Augmented Reality experience directly on the packaging. Powered by WPP Open X, led by VML and Subvrsive, the Marvel project introduces a dynamic on-package AR experience that enhances Coca-Cola’s limited edition packaging. This groundbreaking initiative features exclusive designs showcasing 32 iconic Marvel characters, transforming each can into an exciting, interactive adventure.
Client
The Coca-Cola Company
My Role
Experience Design Lead (UX/UI)
Technology
WebAR, 8th Wall
Date
August 2024
Each character was crafted with multi-state animations and visual effects, allowing virtual heroes to spring from the collectibles, delivering immediate surprise and delight. As part of the experience, consumers could collect these characters to win various Coca-Cola prizes. Special combinations of cans and bottles unlocked exclusive “easter egg” experiences, adding an element of mystery and excitement. In this interactive journey, users engaged with their virtual character as they struck their epic hero pose. They could rotate their device to capture a complete 360-degree virtual view of each collectible. Each character could be saved to their account, allowing users to track and build their collection over time. Additionally, the platform encouraged sharing, enabling users to spread the excitement by showcasing their collectible characters with friends.
Results: • 1.95 Billion Global impressions • 24.4 Billion Earned Social Reach • #1 Selling Merchandise Display (SSD) in Over 3 Years