“Starlight illuminated the idea of escape and the endless, out-of-the-world possibilities of space,” Chase Abraham, senior director of creative strategy at Coca-Cola North America, said in a statement. “Dreamworld turns that script on its head by inviting fans to look within the mind’s endless possibilities.”
These are rather lofty concepts for a simple soda, but Coke hopes the approach will appeal to younger consumers.
In May, Coca-Cola announced its partnership with Tomorrowland, one of Europe’s biggest music festivals. Immersive digital activations for the Coca-Cola Dreamworld advertising campaign will incorporate aspects of this partnership through the Coca-Cola Creations hub.
Fans can scan any Dreamworld package on their mobile phone to access the hub, which includes an augmented reality music experience – created in collaboration with Tomorrowland – and a Dreamworld-inspired digital fashion collection for the metaverse through a collaboration with digital fashion store DRESSX.