We partnered with Coke and Marvel to create a first-of-its-kind digital collectible platform using Coke products and augmented reality entertainment. Coke released cans featuring 36 Marvel characters that we turned into digital artifacts to engage Marvel fans who are notorious collectors of entertainment memorabilia.
Users who collected the physical cans are able to use their mobile camera to scan and unlock the digital version of that character in a brand new animations that we wrote and produced for the campaign.
Scanning specific cans together even unlock interactions between friends and clashes between rivals. Fans were able to save their digital collection, preview upcoming characters to find and enhance your AR collectibles with upgrades.
We conducted an in-person workshop with our partners at Coca-Cola and Disney/Marvel to define the scenarios we would ultimately animate. The workshop consisted of a deep dive into Marvel characters, brainstorming, storyboarding and even action figure stop motion animation of how the characters will come to life in the AR experience.
1.95 Billion
Global impressions 5.29 Million
Earned social impressions 50
Countries launching around the world
The collaboration turned collecting into an ongoing journey blending commerce, entertainment and fandom to drive discovery, engagement and repeat purchase as new characters entered the story.
My Role:
Creative Direction
Experience Strategy
Production Support
Campagin Development
Product Design
UI Design
Design Leadership