Coca Cola VR Experience
We helped Coca-Cola bring the magic of Christmas to life by combining VR and motion effects into a traveling sleigh ride, making it the star attraction of their German holiday tour.
The Client
The Coca-Cola Christmas trucks have become iconic since they first hit the road in the winter of 1995. Following their debut, Coca-Cola capitalized on their popularity and began touring the world during the holiday season. In Europe, they partnered with EventRent, who provided a fleet of 19 trucks for this activation.
The Question
When the trucks arrive at a location, they typically attract thousands of visitors. Entertaining that many people year after year is a challenge, so Coca-Cola was looking for something new an experience that would transport visitors into the magical world of Coca-Cola Christmas.
The Concept
We created the Coca-Cola Christmas VR Experience, where virtual reality and physical motion combine to deliver the ultimate holiday adventure. Visitors step into a sleigh attached to the back of one of the trucks, put on a VR headset, and embark on a journey through a snowy winter wonderland.
The Execution
The North Pole
The experience takes users on a journey through Santa’s hometown, the North Pole. Pulled by reindeer, the sleigh flies over the Northern Lights and a breathtaking winter landscape. Iconic Coca-Cola trucks pass below, and Christmas trees light up as the sleigh glides past.
Motion & Effects
The VR journey is elevated by a motion platform that moves along two axes, giving users the sensation of flying. This is enhanced with a wind effect that blows cool air onto their faces for added immersion.
The motion platform, air system, and VR headsets are all synchronized through a single computer that sends time-coded signals to ensure everything runs in perfect sync. Any discrepancies are immediately corrected by the system.
The Delivery
The VR experience traveled alongside the Coca-Cola Christmas trucks, visiting ten locations across Germany in one month. Visitors lined up for this unique attraction. Because the motion platform was mounted inside the truck, there was minimal setup time needed on-site.
