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One Coke Short of Magic - Coca-Cola Marketing Campaign For Gamers
02/10/2021 alle 23:26
Coca-Cola has begun a
new advertisement campaign
targeting gamers, starting with the release of a video titled
One Coke Away From Each Other - Real Magic
, which promotes unity by quite literally building bridges between worlds. Unfortunately, the metaphor for our common humanity may have been lost in the questionable depiction of esports, streaming, and video games in general.
The video features two teams of professional gamers battling in a fantasy world suspiciously reminiscent of the
Battle for Azeroth cinematic trailer
, in an amphitheater packed full of cheering fans. The player takes a moment to reach into a minifridge (because that's what you do during high stakes competitive tournaments), followed by the crisp crack of a freshly opened bottle of coke, which inexplicably transmits a digital stream of ones and zeros into the game world to revive the character, who surveys the battle before throwing down his weapon and assisting his erstwhile opponent. Streamers and viewers around the world are stunned by the turn of events, watching on as primetime news reports "We will no longer fight," and a war-torn game world is transformed into a lush valley full of life which quickly spreads out over the rest of our own world. Like many of Coca-Cola's advertisements
, the ad closes with with the caption that we are one Coke® away from each other.
Apparently, peace in games and on earth is just one bottle of coke away. Who knew?
That's not how it works... that's not how any of this works!
The advertisement's tagline to
"Discover the newest Coca-Cola story, an epic tale at the crossroads of worlds where a fearless warrior and a young gamer will pave the way to a new dawn, change the course of history… and unveil the true meaning of Real Magic."
is a clear appeal to gamers, but the marketing juggernaut hasn't stopped there. The video also features three high profile content creators - DJ Alan Walker, Aerial Powers, and Average Jonas - as well as a digital
activity marketing plan to award prizes
ranging from Twitch bits to celebrity gaming sessions.
Manolo Arroyo, Chief Marketing Officer for The Coca-Cola Company
Through the Real Magic platform, we ultimately want to engage people very differently through an ecosystem of unique and ownable experiences. ’One Coke Away From Each Other’ has been built for, and with, a community that demands something different than what they may have come to expect from Coca-Cola. In developing this campaign, we’ve partnered with the best creators, with gamers, with Twitch and with others to find our place in a reality unlike any we’ve known before. That’s tremendously exciting.
Though it seems to be a metaphor for the wholesome idea that what unites us is greater than what sets us apart, it may miss the mark with serious gamers. The
is currently sitting at a 1:3 ratio of likes to dislikes, though none of the
54 versions on Coca-Cola's Youtube channel
have been particularly well received. The differences between them are minimal - switching out slightly different scenes and language subtitles for the very few words actually spoken throughout the video, which are all still in English with every version.
While there are several differences and the in-game sequences aren't nearly as highly produced, there are still noticeable similarities to the Battle for Azeroth cinematic - the Orcs v Humans setting, the protagonist gazing over fallen comrades, and the general (if somewhat generic) design of the weapons and armor used by each.
The best we can say about this new advertisement is that despite some visual familiarity, it's pretty unlikely that Blizzard had anything to do with its creation, though it is humorous to recall that Activision CEO Bobby Kotick is also on the
Coca-Cola board of directors
. Had Blizzard been involved though, not only would the company not want to give up the visual recognition of its characters, they probably have insisted on including their logos and promoting it alongside Coca-Cola. Thankfully, they did not.
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