Transforming Streets: Coca-Cola's Interactive Billboard Magic

Introduction

In a bold move that blurs the lines between advertising and entertainment, Coca-Cola has launched a series of innovative campaigns across the globe, redefining the role of out-of-home advertising. Collaborating with WPP Open X and Grey’s NY and Dubai Studios, Coca-Cola aims to not just promote its brand but to create memorable experiences on the streets.

The 'Real Magic' Philosophy

At the heart of this initiative lies Coca-Cola's 'Real Magic' philosophy, which seeks to engage consumers in unexpected and delightful ways. According to Islam ElDessouky, global vice president of creative strategy and content at Coca-Cola, connecting with today's digitally immersed audience requires constant innovation. "The onus is on us/brands to continually innovate and create an unmissable presence," says ElDessouky. "Our latest executions were focused on 'value exchange.' We wanted to ensure that people experience something truly special when they encounter our brand on the streets."

The Playable Billboard: A Fusion of Nostalgia and Technology

One standout example of this approach is the introduction of the Playable Billboard in Times Square, New York. This interactive digital experience invites passersby to engage in a game right on the massive out-of-home screen. Inspired by the common gaming behavior of playing alone, the Playable Billboard encourages people to come together and interact in a shared experience.

Creating Memorable Experiences

The game, reminiscent of retro sports video games, features Coca-Cola bottles as bats, with players competing to hit a ball back and forth. The result is a fusion of nostalgia and modern technology, as Coca-Cola leverages cutting-edge visuals and gameplay to create a truly memorable experience for players and spectators alike.

Bringing People Together

Hope Nardini, global executive creative director at Grey, describes the Playable Billboard as a testament to Coca-Cola's iconic status and its commitment to bringing people together. "Turning the Coca-Cola billboard into a digital game for all to play in the center of the city is a fun way to bring people together," says Nardini. "It's an expression of the brand's philosophy of Real Magic."

Collaborative Development

The development of the Playable Billboard was a collaborative effort, with WPP Open X leading the charge, supported by Grey, Subvrsive, and Ogilvy PR. By embracing the potential of out-of-home advertising to create immersive and engaging experiences, Coca-Cola continues to push the boundaries of traditional marketing, capturing the imagination of consumers around the world.