Reviewing Coke's XR Strategy – WebAR Experience feat. Marshmello and Khalid
Your favorite Metaverse Sommelier reviews a neat piece of Coca Cola's latest marketing campaign, featuring a web-based augmented reality effect with face and audio reactivity. Watch the short review below!
Overall review: As a connoisseur of fine #XR and #metaverse experiences, this one presents a great activation framework with an "okay" execution.
Pleasant points: Strong creative concept and integration between artist partners, and a fun music/technology activation to extend Coke's innovative positioning in this space. The framework here can definitely be repurposed for better activations in the future.
Pain points: Bad face tracking, buggy media export, incomplete UGC framework leading to understandably poor social sharing.
The face tracking keeps failing, and with the creative portion of the effect being driven by face tracking that's a pretty significant pain point in using this experience to drive social sharing & engagement. Additionally, (and presumably for licensing reasons), there is no actual audio in the mp4 export that you download once the experience is complete. Sure, you can download the video content, upload it to social, and add your own audio track... but... the effect is reacting to the specific segment of music that's playing in real-time. So adding new music over the clip is almost always going to be out of alignment with the real-time FX in your personalized clip.
Despite the weaker points, I think this is a super cool activation and I'm excited to see more from the team(s) behind this ever-evolving campaign in Q3.
