Playing Pong on Digital Billboards

Client: The Coca-Cola Company
Partner: Grey & Ogilvy PR

Project Overview

The Playable Billboards

We are thrilled to unveil our latest collaboration with The Coca-Cola Company! 'The Playable Billboard,' powered by WPP Open X and led by Grey, with support from Subvrsive and Ogilvy PR, transformed Times Square into an interactive digital playground.

In this innovative activation, spectators engaged in a digital pong match using Coca-Cola bottles as controllers while seated on a Coca-Cola-branded couch right in the heart of Times Square. This modern twist on a nostalgic game was showcased on the iconic Times Square Billboard, captivating audiences with a sense of gaming nostalgia.

"Real Magic" happens when new friendships form, so to make this ring true, both players were rewarded with Coca-Cola products for their participation. This memorable experience not only highlighted the fun and engagement of Coca-Cola but also brought people together in a unique and exciting way.

Experience the magic of Coca-Cola’s Playable Billboard and see how we create moments of joy and connection.

Idea

Nostalgia Meets Innovation

This campaign was crafted to rejuvenate Coca-Cola's brand story by creating a direct, memorable interaction with the audience. Our goal was to design an experience that not only entertained but also deepened consumer engagement with the brand through a playful and innovative format. By leveraging the nostalgic appeal of a classic game, we showcased Coca-Cola in a dynamic and exciting light, bringing the brand closer to its audience in a unique and impactful way.

Work

Crafting the Campaign

'The Playable Billboard' was a comprehensive effort involving multiple teams and expertise. Subvrsive, alongside Grey and Ogilvy PR, executed this digital campaign by integrating advanced technology and creative strategies. This ensured the installation was not only visually striking but also highly engaging. The project required meticulous planning and execution to effectively capture the essence of Coca-Cola and deliver a seamless interactive experience on one of the world’s most iconic advertising platforms.

Results

5 minutes average game play

6 straight hours of gaming

6.8 million impressions

Opportunity

Expanding Brand Interactions

This initiative highlights a significant opportunity for brands to engage with audiences through interactive digital out-of-home (DooH) advertising. By transforming traditional advertising spaces into interactive experiences, brands can create memorable interactions that resonate with consumers and amplify their message through social sharing and media coverage. It underscores the potential of DooH campaigns to generate buzz and connect with audiences in innovative and impactful ways.