Coca-Cola wanted to leverage an existing outdoor digital media placement to encourage consumers to engage with its new global brand platform, “Real Magic.” This brand belief refers to the unexpected moments of human connection that elevate the ordinary to the extraordinary. Coca-Cola believes that Real Magic happens when we come together, because what we share in common is greater than what sets us apart. This led the brand to explore an ecosystem of experiences rather than traditional advertising.

So we asked ourselves: how might we turn this behavior into an opportunity for human connection? As we explored Coca-Cola owned media, we found the ultimate melting pot of cultures, perspectives, and backgrounds: Times Square. What better place to showcase the power of Coca-Cola to foster meaningful human connections than the busiest place in New York City? With a game that anyone could play, regardless of age, culture, or skill level.

The Coca-Cola billboard in Times Square has existed in various forms since the 1920s. But never has it been used as a space for community building. We transformed the iconic Times Square billboard into an interactive playground, inviting people to take a break from their hectic lives and engage in a simple game of ping pong on a massive screen for all to see.

By merging nostalgia with innovation, Coca-Cola aimed to create a captivating experience that resonated with both locals and tourists. The iconic pong game served as a universal language, fostering spontaneous interactions and potential friendships among strangers, many of whom didn’t even speak the same language.

We provided a platform for authentic human connections in the heart of New York City. The creative idea encapsulated Coca-Cola's brand values while offering a memorable and shareable experience that would leave a lasting impression on participants and observers alike.

While our target demographic is broad–18 to 49 year olds who purchase soft drinks–key interests include entertainment, music, and gaming. Digging further into this passion point, we found that mobile gaming has increased 129% over the last decade. People in urban centers all over the world spend over 30 minutes playing mobile games every day.

But there’s one problem: they're playing alone. Which means instead of connecting with the world around us, we’re increasingly more isolated. According to research from the Federal Reserve Bank of Philadelphia, the amount of time spent alone has increased by nearly 10% from 2003 to 2019, and that number keeps growing.

So we asked ourselves: How do we build and draw from this ingrained behavior to turn it into an opportunity for human connection? As a brand that believes in the power of connection, Coca-Cola’s platform “Real Magic” was the perfect place to start.

“The Playable Billboard" introduced real-time interactivity to the Coca-Cola Times Square billboard for the very first time, at the intersection of culture, creativity, and cutting-edge technology. For one day only, we permitted a space in Times Square with a custom couch, featuring the iconic Coca-Cola ribbon, two classic wired game controllers, and built-in speakers so players could experience the game with SFX.

The screen read, “REAL MAGIC HAPPENS WHEN WE COME TOGETHER” with a CTA: “PLAY NOW.” Below the billboard, we set up a queue where people could line up to play. Once Player 1 and Player 2 sat down and pressed a button on their respective game controllers, the screen read: READY TO PLAY?” and counted down “3…2…1” and gameplay began. The game increased in speed and difficulty the longer the players rallied. The first to 10 points won, and both players were rewarded with an ice cold Coca-Cola.

The goal of the activation was to spread brand awareness of the Real Magic platform and maintain Coca-Cola’s presence as a market leader. The billboard was actively played for 83% of the activation timeline with an average game play of 5 minutes (depending on skill level). Over 234 total strangers played the game during the activation hours - that’s two crowded subway cars. And consumers in Times Square engaged with the brand for six consecutive hours of gaming generating 6.8 Million impressions.