Coca-Cola is taking fans to a digital winter wonderland.
Coke’s emblematic polar bear is helping promote the brand’s holiday cans in a new augmented reality expedition. Fans can download the Coke app on their smartphones to scan the holiday-themed bottles and cans and watch the polar bears enjoying winter. The company has developed several scenes to appear, including a holiday light show and a polar bear snowball fight. Fans can even scan two cans together to see the polar bears tap along to “Jingle Bells.” Coke’s holiday campaign marks the first time the brand has adopted an augmented reality activation for a mass audience. The beverage company typically spends a fortune on ads, having spent almost $2.5 billion on advertising in 2017, and has been working to bring more advertising to its digital channels according to a Gartner L2 report. Having users download its app to activate the polar bear animation allows Coke to dial up consumer engagement.
The AR promotion arrives on the heels of Coke’s newly-released flavored beverages for the holiday season. For a limited time, fans can get their hands on Cinnamon Coca-Cola and Winter Spiced Cranberry Sprite, which come in holiday-themed cans.
This is not Coke’s first foray into special reality, but it is its largest augmented reality promotion to date. With brands in every industry testing out AR experiences, it was only a matter of time before Coke incorporated the digital practice into its advertising.