HomeCoca-Cola and TMELAND Collaborated to Create Metaverse Marketing Trove

Coca-Cola and TMELAND Collaborated to Create Metaverse Marketing Trove

Coca-Cola collaboration with TMELAND creating Fan Festival demonstrated how brands can step up their future digital marketing campaigns.

Mentioned in this article

Vie
Updated: February 19, 2023

The carbonated soft drinks giant, Coca-Cola, has teamed up with TMELAND, China’s first virtual social music platform under Tencent Music Entertainment.

They opened the Metaverse zone for Coca-Cola’s Fan Festival. This year’s festival brought together eight significant brands, over 300 customers, and several entertainers to explore the digital dimension.

The Campaign – Metaverse Zone For Coca-Cola’s Fan Festival 

The campaign was a collaboration between Coca-Cola and TMELAND, China’s first virtual social music platform under Tencent Music Entertainment.

In addition to Coca-Cola and TMELAND, eight major brands, over 300 customers, and several entertainers participated in this year’s Fan Festival.

The campaign was a Metaverse zone created by Coca-Cola and TMELAND for Coca-Cola’s Fan Festival. Fans could access the metaverse zone for the first time via WeChat mini-programs. They can create their own digital Coca-Cola avatar and explore the virtual space. 

In the Metaverse, fans could shop, play games, and take photos with virtual celebrity avatars, such as Coca-Cola brand spokesperson Yang Yang.

Coca-Cola also created a rewards system where users can gain points when they buy bottles of coke in the real world, scan QR codes, and interact with others in the Metaverse.

The campaign’s primary aim was to target Coca-Cola’s Gen Z audience. To provide them with a unique and immersive marketing experience.

The digital space allowed Coca-Cola to break the time and space of traditional marketing. It enables virtual visitors to explore anytime and anywhere.

The Metaverse also provided lesser-known brands with a platform to advertise and gain more commercial value.

The campaign differs from other campaigns that the brands have done in the past in several ways:

  1. The Metaverse zone allowed Coca-Cola to target its Gen Z audience and provide them with a unique and immersive marketing experience.
  2. The digital space broke the time and space of traditional marketing, allowing virtual visitors to explore anytime and anywhere.
  3. The Metaverse provided lesser-known brands with a platform to advertise and gain more commercial value.

How Did the Campaign Perform?

The Metaverse zone created by Coca-Cola and TMELAND for Coca-Cola’s Fan Festival was hugely successful. Fans could switch freely between two mini-programs, creating their Coca-Cola virtual avatar and exploring the virtual space. 

The digitalization of the campaign allowed fans to linger in virtual blocks for a more extended period. Also, the extension of marketing scenarios made sub-products gain more commercial value.

Coca-Cola’s venture is a trailblazer in virtual marketing, and we expect to see more brands follow suit in the future.

With Tencent’s large user base and TMELAND’s technical capabilities, the Metaverse is poised to become a major player in the marketing world.

By offering rewards and incentives to engage with the virtual community, Coca-Cola sets a new standard for brand experiences in the digital age.

What could Coca-Cola Learn from Other Brand Campaigns in the Metaverse?

Coca-Cola’s collaboration with TMELAND for the Fan Festival marks a significant step into the future of digital marketing. The Metaverse zone provides a platform for Coca-Cola to engage with its target audience of Gen Z in a new and innovative way.

The virtual community breaks the boundaries of traditional marketing. It allows for more creative opportunities, including shopping, gaming, and photo-taking with virtual celebrities.

The Metaverse space also allows lesser-known brands to gain more commercial value.

However, Coca-Cola could learn more from other brands’ campaigns in TMELAND Metaverse campaigns. Such as Pepsi, which throws a virtual concert in the three-dimensional realm, and Adidas Originals, which throws a virtual music festival.

Coca-Cola can also create its own virtual space to reach a wider audience globally, not just in China. Like other food chains, such as Wendy’s, Pizza Hut, and Jimmy John’s.

Popular Articles

Trending