Creating a Marvel On-Package Experience

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Bringing Marvel Characters to Life

When Coca-Cola launched their Marvel-themed packaging, the brand envisioned a dynamic augmented reality (AR) experience. To bring this vision to life, we designed 32 different Marvel characters to serve as an on-package AR experience on Coca-Cola’s cans, bottles, and packs. Each character is crafted with multi-state animations and visual effects, allowing virtual heroes to spring from the collectibles, delivering immediate surprise and delight.

Users can drink, scan, and enjoy both interactive gameplay moments, and the thrill of seeing their favorite Marvel characters come to life in stunning detail. As part of the experience, consumers could collect these characters to win various Coca-Cola prizes. Special combinations of cans and bottles unlock exclusive "easter egg" experiences, adding an element of mystery and excitement.

In this interactive journey, you can engage with your virtual character as they strike their epic hero pose. Rotate your device to capture a complete 360-degree virtual view of each collectible. Each character can be saved to your account, allowing you to track and build your collection over time. Additionally, the platform encourages sharing, enabling you to spread the excitement by showcasing your collectible characters with friends.