Coca-Cola Awakens the Force With Hologram QR & AR Campaign
The Coca-Cola Co. is bringing the Star Wars universe to life through a new augmented reality experience accessible through scannable QR codes on limited-edition packaging.
The global campaign, which kicks off this month in select markets across North America, Latin America, Europe, Japan and South Asia-Pacific, allows consumers to scan the code to record a video of themselves that is then turned into a Star Wars-style hologram transmission.
Packaging for Coca‑Cola and Coca‑Cola Zero Sugar bottles and cans feature main characters from Star Wars, including Luke Skywalker, Darth Vader, Grogu and The Mandalorian.
The "Coca‑Cola x Star Wars: Refresh Your Galaxy" campaign builds on a 70-year relationship between Disney and Coca-Cola, the company said, and taps into an international, multi-generational audience.
Mindy Hamilton, SVP, global marketing partnerships at The Walt Disney Co., said in a statement that Star Wars is a powerful cultural force around the world, with millions of fans across generations. Islam ElDessouky, global VP of creative strategy and content at Coca-Cola, added that the collaboration brings the two brands together, celebrating the power of the Star Wars fandom.
Refresh Your Galaxy Commercial
Driving Digital Engagement Via QR-Code Experiences
The company is no stranger to QR code-enabled digital experiences that drive consumer engagement. In May, the company launched Sprite Squad, an ongoing promotion and gamified experience exclusively for mobile devices. It is an instant-win game that grants consumers who purchase Sprite products access to branded content, giveaways, perks and various digital experiences tied to music, sports and fashion.
Last year, the company teamed up with Mondelēz International’s Oreo brand to launch a marketing activation that incorporated QR code technology and Spotify personalization. Product packaging allowed consumers to scan to unlock “Bestie Mode” to sync up music preferences with their friends through a new Spotify platform.
And in 2023, Coca-Cola took consumers to the year 3000 via a generative AI experience accessible via QR code. The immersive experience allowed consumers to use AI to design art for a limited-edition product, Y3000.
QR-initiated journeys are considered high-intent engagement, according to QR code company Uniqode, which reports that these experiences see a 37% average click-through rate. Additionally, it gives companies an access point to valuable first-party data, as confirmed by 95% of businesses Uniqode surveyed.
