COCA-COLA®

TRICK-OR-TREAT

COCA-COLA® TRICK-OR-TREAT

Problem:
Young adults aren’t drinking Coca-Cola, in fact, they don’t even see Coke as a cool brand.

Insight:
Instead of trying (and failing) to define culture, what if Coke partnered with culture?

Every university in the US has a big Halloween celebration, and almost every university also has Coca-Cola vending machines.

Idea: Trick-or-Treat Machines
The world’s first Trick-or-Treatable Coca-Cola vending machines.

All across the University of Southern California’s campus our vending machines become the go-to hotspots for drinks and epic drops. Using your phone camera you would unlock an augmented reality experience trick-or-treat experience at select vending machines.

Coca-Cola Trick-or-Treat Sizzle Reel

We partnered with USC influencers to spread the word on social and spread the word around campus through the school newspaper, scannable swag, and flyers at food halls.

1 COLLEGE CAMPUS

✏

3 DAYS

☾

5 HAUNTED VENDING MACHINES

⚠

+1300 UNIQUE PLAYERS

☺

+1725 MILES WALKED

➫

1 COLLEGE CAMPUS ✏ 3 DAYS ☾ 5 HAUNTED VENDING MACHINES ⚠ +1300 UNIQUE PLAYERS ☺ +1725 MILES WALKED ➫

And the treats themselves tapped into Gen-Z culture with AR Halloween Masks for social, NFTs, Coca-Cola product, and even Coachella tickets.