Coca-Cola teams with Marvel for "Heroes" on-pack promotion featuring AR

Coke has been unafraid to experiment with a variety of emerging technologies including AI (as part of its “Create Real Magic” campaign and again for the holidays), custom AI-designed QR codes and Augmented Reality. The beverage giant returns again to the AR space, this time in partnership with Marvel - enabling users to scan codes on some Coke cans to bring characters to life via AR. The campaign is led by Gut with support from Coke’s dedicated agency WPP Open X, including VML, Oglivy and BCW along with Momentum and Forpeople.

A new collaboration between Coca-Cola and Marvel will give comic collectors a lot to collect—both in real life and the virtual world.

Coke and Disney are bringing the Marvel universe to life in a campaign that includes limited-edition pack designs featuring 30 Marvel characters. Cans will picture various Marvel heroes and villains, with scannable codes that will bring each character to life through augmented reality on Coca-Cola’s website.

“This campaign is an expansion of how we go to market and is a new way of storytelling,” said Mindy Hamilton, senior VP of global marketing partnerships for The Walt Disney Co., which owns Marvel.  “Because our characters and stories are woven deeply into the fabric of global culture, whether targeting casual or super fans, we were uniquely positioned to create more engaging stories in short-format mediums. We were able to tell the Coca-Cola story through the Marvel lens.”

The collaboration, known as “The Heroes,” will be supported through a global campaign including new creative set to run across TV, cinema and other video platforms, as well as digital and out-of-home.

Full story at AdAge.