Coca-Cola: Chinese New Year Games
As part of Coca-Cola China’s vibrant Chinese New Year campaign, the brand sought to create a unique gaming experience that would bring families together in celebration of the Year of the Tiger. The goal was to capture the festive spirit, joy, and magic that Coca-Cola is famous for while honouring the cultural significance of this special holiday.
Role - Graphic Designer
Delivering 2D assets to the team
Redesigning the game layout using provided 3D assets
Designing UI (part)
Designing social shareable UI screens
Collaborating with the production team and 2D/3D designers to ensure optimal solutions are implemented
The Execution
We developed a series of multiplayer mini-games themed around the Year of the Tiger, accessible via a QR code on special edition Coca-Cola cans. With intuitive controls, these games were designed for everyone—easy to play and enjoyable for family members of all ages. Players could interact using head movements, voice commands, and facial expressions, pushing the boundaries of what’s possible on WeChat and delivering a dynamic, fun-filled experience.
The games also featured a "tiger coins" reward system, allowing players to earn points and redeem prizes, adding an extra layer of excitement and engagement to the experience.
This project required deep research into the capabilities of the WeChat platform. By thoroughly understanding its limitations, we discovered how to push beyond them to create something truly groundbreaking. To achieve maximum creative freedom, we built the activation as a robust standalone website, accessible exclusively through the WeChat browser. This approach unlocked new possibilities for advanced body and face tracking, giving players an unprecedented level of control and enhancing our ability to craft high-quality assets and interactions.
The Results
From conceptualization to execution, our team overcame time zone challenges to ensure a seamless experience that resonated with players of all ages. The games were designed to reflect the festive spirit of the Year of the Tiger, with stunning visuals and intuitive gameplay that drew families together during the celebration.
The project also set a new standard for innovation. By pushing the boundaries of what was technically possible, we unlocked new features such as advanced body and facial tracking, introducing a level of interactivity. These breakthroughs in both design and technology created an experience that felt fresh, exciting, and immersive. This project has not only raised the bar for future WeChat activations but also demonstrated the power of global collaboration and technical ingenuity in delivering a truly unforgettable brand experience.
