Coca-Cola Byte
Byte was a limited edition Coke Creations release and the first Coke flavor sold exclusively online. The pixel-flavored drink was targeted to gamers, particularly online gamers. Fittingly, we took a social-first approach to the campaign and tied nods to online gaming into all of our messaging.
Pre-Release
We kicked things off with a cryptic post containing only #CocaColaByte. From there we revealed everything in stages — first the release date, then the flavor and product images, and finally the reveal that Byte would come in 2-packs, ‘cause gaming is more fun with a friend.
Release
After the product dropped, we kept Byte front and center on Coca-cola’s socials.
Pixel Point
The star of the campaign was a custom Byte-inspired Fortnite map, Pixel Point. Six days before the map went live, we posted a cryptic countdown timer on our socials. When Pixel Point launched, we posted access codes for players everywhere. Like Byte, Pixel Point was a limited edition experience.
AR Game & Goodnight Byte
Less than a month later, once Pixel Point had closed and Byte was nearly sold out, we had one final send off: Byte came with a one-of-a-kind AR Mini Game, and the access key was right on the cans themselves. We announced the mini-game on socials as a final goodbye.
