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USC X HALLOWEEN
Coca-Cola

With spooky season around the corner in 2022, Coca-Cola got in the spirit by taking over USC campus with 6 vending machines with a digital trick or treating activation. During this 3 day immersive, digital drop experience, students could scan machines for a gamified, augmented reality experience and collect digital 'treats'. These treats included physical swag, AR masks, digital art, and over 120 Coachella tickets!

SEEK
How might Coca-Cola best reach, excite, and engage USC students to partake in the digital experience across campus and throughout the duration of the activation?

REVEAL
Taking advantage of built in networks, Coca-Cola can gain higher awareness and credibility with promotions through campus organizations, student groups, internal media outlets, and word of mouth.

BELIEVE
Coca-Cola's Halloween Takeover utilizes USC-affiliated student groups and an organic social media strategy that allows participants to stay up to date on timing, locations, and prize availability, while providing a space for winners to share their reactions and garner cross-campus WOM.





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