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Coca-Cola and Tomorrowland release a musical AR experience in Dreamworld

ConsumerGeniuses

ConsumerGeniuses

Coca-Cola is launching a musical AR experience in the Coca-Cola Dreamworld universe in association with Tomorrowland. It would merge the virtual fantasy world with reality. Using beats from Tomorrowland performers like Cellini, KC Lights, Vintage Culture, and Martin Garrix, users will be able to create their own Dreamworld. It is in a bid to target Gen Z to explore what a dream tastes like. Whimsical shapes, electric colours, and a 3D visual landscape are used to embrace the flavour. The company hired experts from Virtue Worldwide and UNIT9 for the project. Additionally, Niantic’s 8th Wall WebAR platform was used to power the experience, so no additional apps are required. It is set to feature in the real world through college campuses, an appearance on the billboard in Times Square, bus takeovers, 3D signage, murals, Snapchat Lenses, and backdrops. Previous similar projects include Starlight, which illustrated the out-of-this-world possibilities of space.

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