How can we strengthen the connection between Coca-Cola and Generation Z?
We decided to create a unique brand experience of playing with hands for Gen Z,
who don’t take their hands off their phone.
"What if Instagram becomes a Coca-Cola toy that you can touch and play with your hands?"
We creatively hacked the various formats of Instagram
and produced fidget toys that allow you to play with the Coca-Cola brand.
"Spring Coke" is an idea that we got by creatively hacking two carousel images of Instagram feeds. If you swipe the half-shown Coke can to the left, you'll see the rest of the Coke can on the second page and the Coke can becomes a toy bouncing like a spring on Instagram feeds.
"Coke Yo-yo" is a simple yo-yo video created in the vertical format of Instagram Stories. This toy is designed to react like a yo-yo if you shake your smartphone up and down in line with the timing of a yo-yo shown on the screen.
"Tap to Drink" uses Instagram Stories carousel to express coke itself on the vertical smartphone screen. If you tap it, the second Stories plays a video of Coke disappearing and allows you to do a Coke-drinking play.
"Tap to Open" also uses a collage of Instagram Stories carousels.
Using the Stories's feature of jumping to the next slide by tapping, this toy allows you to play a bottle-opening game.
"Stories Spinner" is the highlight of the fidget toy ideas. With Instagram Stories carousels, this toy creates a variety of optical illusion graphics, and if you attach a specially made spinner accessory to the back of your phone, the phone itself becomes a spinner.
Coke Instagram fidget toys played a role in promoting Coke's summer campaign for Gen Z and also gained huge popularity at an offline event.