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09 September 2022

Coca-Cola & Tomorrowland Launch AR Music World

immersive marketing

Article originally published at VRScout

Use musical beats to build your own virtual home in this delicious WebAR experience.

Summer officially ends on September 22nd but that doesn’t mean things need to cool down. Coca-Cola and Tomorrowland are teaming up for a kickass musical augmented reality (AR) experience that has you stepping into the Coca-Cola Dreamworld universe.

Dreamworld is the first limited-edition Coca-Cola flavor and trademark product to blend a virtual fantasy world with reality, creating a portal into an energetic and uniquely animated world where anything is possible.

While in Coca-Cola’s Dreamworld, you’ll be able to create your own custom Dreamworld by tapping into the hypnotic beats of well-known Tomorrowland performers such as Cellini, KC Lights, Vintage Culture, and Martin Garrix.

“Coca-Cola Dreamworld taps into Gen Z’s passion for the infinite potential of the mind by exploring what a dream tastes like,” said Alessandra Cascino, Creative & Shopper Program Director, Coca-Cola North America Operating Unit, in an official press release. “Like the Coca-Cola Creations that came before it, Dreamworld plays with the unexpected and will no doubt provoke discovery and debate among consumers, which we welcome.”

To create their Dreamworld universe, Coca-Cola turned to the experts over at Virtue Worldwide and UNIT9 to help them turn their digital vision into a reality. The experience is powered by Niantic’s 8th Wall WebAR platform, which means no additional app is required in order to participate.

The idea was to take the idea of Coca-Cola’s limited edition flavor and use it to inspire their virtual world. What they ended up with is an incredible gamified music experience that embraces the look-and-feel of Dreamland’s flavor profile through whimsical shapes, electric colors, and a 3D visual landscape built around Coca-Cola’s Dreamworld packaging. There is also in-store merchandising among other physical and virtual elements. 

Creating and launching new and exciting flavors through digital marketing isn’t new for Coca-Cola. Through its Coca-Cola Creations platform the company has been a leader in reimaging how brands can cross the physical and digital world to connect with consumers through interactive AR and VR campaigns.

They gave fans a taste of “outer space” through their Starlight beverage and then followed up with the gaming and metaverse-inspired Coca-Cola Byte.

“Starlight illuminated the idea of escapism and the infinite, out-of-this-world possibilities of space,” said Chase Abraham, Senior Creative Strategy Manager, Coca-Cola North America Operating Unit. “Dreamworld flips this script by inviting fans to look inward at the infinite possibilities of the mind.”

“We’re meeting Gen Z where they are with relevant content and collaborations that matter to them,” Abraham added. 

Coca-Cola Dreamworld will also make the leap out of the metaverse and into the real world through experiential activations on select college campuses, along with a series of out-of-home creative executions in New York City including an appearance on the iconic Coca-Cola billboard in Times Square, bus takeovers, 3D signage, hand-painted murals, Dreamworld-inspired AR Snapchat Lenses, and backdrops.

Try it out for yourself by clicking here.