Making a Splash for Coca-Cola Dreamworld

Brand: The Coca-Cola Company
Agency: VMLY&R
Technology Partner: Niantic

TL;DR

The Coca-Cola^® Dreamworld Mural

When Coca-Cola launched its limited-edition Dreamworld flavor soda, the brand wanted to make a splash with a digital experience unlike any other. So, leveraging hot-off-the-press technology from Niantic, we partnered with VMLY&R to create The Coca-Cola Dreamworld Mural: an immersive brand encounter that transforms real-world locations into living AR murals.

As one of the first commercial applications of Lightship VPS for Web technology, this experience offers an exciting glimpse of the newly unlocked potential of WebAR for brands.

Work

Dreaming Up the Big Idea

When it came time to choose the locations for the Dreamworld Mural landmarks, we knew it made perfect sense to bring the magic straight to The World of Coca-Cola in Downtown Atlanta. We activated three murals throughout the property, giving visitors a chance to engage with the Coke brand in a whole new way. We also activated a fourth mural at the Obelisk in New York City so Dreamworld fans in The Big Apple could enjoy the experience too.

For a limited time, visitors to both cities can open the Dreamworld Mural link, point their phones' cameras at the activated landmarks, and watch as AR art installations—composed of fellow visitor contributions—spring to life. Those feeling particularly artsy can get in on the fun and leave their own mark by selecting from a variety of Dreamworld-themed digital assets to place on and around the landmarks. Once finished, they can tap “Submit” to update the mural for others to enjoy and build upon.

"The promise of AR has long been to overlay persistent digital worlds on top of the real spaces we move through every day. The Coca-Cola Dreamworld Mural brings this vision to life in a truly collaborative way!"

- Austin Mace, Chief Innovation Officer, Subvrsive

Feature

Persistence is Key

When Niantic released Lightship VPS for Web last fall, they unlocked the ability to create geo-specific, persistent, multiplayer WebAR experiences just like this.

When users leave their mark on the mural, put their phones back in their pockets, and walk away, their creations will still be there for others to see. While experiences like this have been a promise of AR for years, it wasn’t until now that WebAR encounters like The Coca-Cola Dreamworld were made possible.

Opportunity

Bridging the Physical with the Digital

As one of the first-ever branded activations to utilize Lightship VPS for Web technology, The Coca-Cola Dreamworld Mural is pushing the boundaries for what brands can accomplish with AR. Adding a digital layer on top of the real world unlocks limitless opportunities for forward-thinking brands to engage their audiences.

If you’re interested in bridging the physical with the digital for your brand, reach out to us below. We’d love to chat more.