Coke Byte brings the flavors of pixels to life
Virtue Worldwide, the creative agency powered by VICE, came to Tool to launch Coca-Cola's new limited edition flavor Byte with an interactive, augmented reality game.
Coca-Cola Zero Sugar Byte is the first ever Coca-Cola flavor to have been born in the Metaverse. Cans of the soft drink will be available in Pixel Point island in Fortnite.
The game is activated globally by scanning a Coke Byte bottle or via a QR code shared via social media channels.
BYTE, the hero 8-bit Avatar, is the central character of the game. Byte is left behind when his friends are pulled into the Metaverse via a portal. This game is his quest to reconnect with his friends and journey to a whole new world of possibilities, aka the Metaverse.
The game begins when Byte lands on the first, middle tile. The object of the game is to help Byte jump from tile to tile in order to make it to the top of the rotating staircase. The end of the game is signified by a single, bright pink, tile which is the last stair that Byte has to jump on, to get pushed into the Metaverse.
During Byte’s journey to the Metaverse, there are opportunities to capture power up pixels that can push Byte upwards, towards the Metaverse. These serve as ways for the user to expedite their game experience.
A closing sequence unfolds at the end of the game showing Byte being pushed into the Metaverse, glowing from excitement, then clicking into the Coca-Cola Zero Sugar Byte logo. Users are then prompted to share their score via a pre-canned video asset.