The “One Coke Away From Each Other” campaign (shown in the previous video) represents the first creative experience under the “Real Magic” platform. Blending real and virtual worlds, “One Coke Away From Each Other” is a metaphor that celebrates our common humanity. The film, which launched digitally on Sept. 27, 2021, asks what if Coca-Cola, as a symbol of togetherness, could bridge universes meant to be apart to create “Real Magic.” The film features three well-known gamers: DJ Alan Walker, Team Liquid’s Aerial Powers and Average Jonas.
Coca-Cola partnered with advertising agency BETC London to create the “One Coke Away From Each Other” campaign along with Colors Paris production company, as well as leading film director Daniel Wolfe and gaming and CGI specialist production partner Mathematic.
The campaign also features social, digital and out-of-home executions. In select markets, Coca-Cola is running a code hunt beginning Oct. 11 where fans can win prizes, including gameplay sessions with celebrity gamers. There are 25 codes hidden within the film. Through collaboration with the Brand Partnership Studio at Twitch, the interactive livestreaming service, gaming creators on Twitch will unlock another 10 codes with viewers during livestreams on their Twitch channels.
As a part of the campaign, Coca-Cola will award prizes to consumers who find and enter the hidden codes on a Coca-Cola micro site, in participating countries. Winners can receive their share of one of the largest-ever prize pools of Bits, a virtual good used to show support for Twitch streamers, as a part of the sweepstakes administered by Coca-Cola.
"Through the 'Real Magic' platform, we ultimately want to engage people very differently through an ecosystem of unique and ownable experiences," Arroyo said. "'One Coke Away From Each Other' has been built for, and with, a community that demands something different than what they may have come to expect from Coca-Cola. In developing this campaign, we’ve partnered with the best creators, with gamers, with Twitch and with others to find our place in a reality unlike any we've known before. That’s tremendously exciting."