Coca-Cola's global platform, “A Recipe for Magic,” was created to remind the world how well Coca-Cola pairs with food and reinforce the brand ethos of bringing people together. The initial campaign had come to life in a series of television spots, out-of-home, and a massive influencer push showing celebrities, chefs, and foodies around the world creating meals with friends.

But Coca-Cola wanted to activate their platform in an even bigger, never-before-seen, unforgettable way that would remind us all of the magic that happens when we come together to share a meal - and a coke.

On June 29, 2023, Coca-Cola transformed a two-ton billboard into a table that brought a community together in one of the most diverse neighborhoods in the world. While the billboard itself initially seemed ordinary flying 25 feet above the street, surprised onlookers were treated to a feat of engineering as a crane lifted and unfolded the 4500-lb billboard to reveal a Coca-Cola branded 40x10 ft. rectangular table with seating for 60 people at a time.

The event built connections between neighbors who enjoyed good company, great food, and an endless supply of ice-cold Coca-Colas.

We promoted the event with a highly localized out-of-home campaign, a local PR push, a digital event page, and by recruiting several local foodie influencers.

The results were beyond expectations. Seats sold out in less than 24 hours and we saw 227 million earned media impressions extending far beyond Queens. Influencer social content garnered reach of 11M+ as well as 12.2% increase in Meals share for the brand.