Coca-Cola: Chinese New Year Games
As part of Coca-Cola China’s Chinese New Year Games campaign, the brand wanted to bring the whole family together to celebrate the Year of the Tiger with a gaming experience, bursting with all the fun and magic that the brand is known for. In order to reach their Chinese audience, the activation needed to launch on WeChat.
The execution:
Unit9 created a series of multiplayer mini-games themed around the Year of the Tiger, activated via a QR code on the back of special edition Coca-Cola cans. Using intuitive controls, the games are designed to be easily played and understood by everyone, appealing to family members of all ages. Players can control gameplay using their head movements, voices, and facial expressions, breaking the boundaries of what can be done on WeChat to create a dynamic and super fun experience. The experience also includes a ‘tiger coins’ reward system where players can redeem prizes when they win points in-game.
The project entailed extensive research into the WeChat platform to first understand the limitations and then see how Unit9 could break through them to create something that has never been done before. To achieve maximum creative freedom, they developed the entire activation as a robust standalone website that can only be accessed through the WeChat browser, effectively opening up extensive possibilities for body and face tracking and unlocking greater control over asset creation.
Result:
Working with a global team across various time zones, Unit9 successfully delivered a project that’s all about pure fun and enjoyment – plus they learnt a bit of Chinese along the way! With beautifully crafted design and innovative technical solutions that hacked the platform’s capabilities, the Coca-Cola Chinese New Year games mark a new standard to uphold for any future WeChat activation.
Credits
Agency: Ogilvy & Unit9
Campaign: Chinese New Year Games
Tags: Digital Games, Coca-Cola Chinese New Year games, Chinese New Year campaigns
