Let’s play a game.
You’re in New York. Times Square. Lights flash. Screens flicker. Ads shout over each other for your attention.
… but wait—something’s different. One giant billboard isn’t just shouting at you. It’s inviting you to play.
Welcome to the arcade you didn’t know you needed!
This wasn’t just another Times Square spectacle; it was Coca-Cola’s genius guerrilla marketing move, where a retro video game came to life—on a billboard.
Yes, a real, playable billboard towering above the chaos!
… and no, this isn’t a dream sequence from a Steven Spielberg film.
When Real Magic Meets Real Fun
Photo from IDEKO
So, what exactly was this “sorcery”?
To amplify the message of Coca-Cola’s “Real Magic” platform—a celebration of unexpected connections and human moments—creative agency Grey, along with marketing operating system WPP Open X and advertising agency Subvrsive, flipped the script on outdoor advertising.
Instead of broadcasting to people, they created something people could do together.
Their idea?
A larger-than-life game inspired by vintage arcade vibes!
You know, pixel art, bleepy sound effects, and simple, wholesome joy—it’s the kind of stuff that makes even the most serious adult go, “OMG, I remember this!”
The twist in the strategy?
Passersby didn’t need a controller. All they needed was their smartphone and a willingness to hit “start.”
Here’s how Coca-Cola’s Playable Billboard played out:
The campaign team deliberately designed Coca-Cola’s billboard in Times Square to be a functional video game screen.
Passersby scanned a QR code, jumped onto a mobile browser, and instantly transformed their phones into controllers—navigating retro Coca-Cola-themed challenges as the world watched.
Photo from Communication Arts
No app downloads. No complicated setup. Just real-time play between total strangers, controlling a giant video game projected into the sky.
It was like “Street Fighter” meets “Mario,” but powered by the joy of fizzy drinks and spontaneity!
Here’s where things got even cooler: These weren’t just private little solo sessions in Times Square.
The billboard turned public play into a spectator sport, where strangers huddled together to watch, cheer, and sometimes coach whoever was brave enough to take the controls.
Photo from AdAge
Photo from DesignRush
See?
In the middle of one of the world’s most chaotic intersections, Coca-Cola created a moment of unity.
Clearly, the campaign wasn’t just about likes or followers; it was also about real magic and in-person fun!
Was Coca-Cola’s Playable Billboard effective?
If you thought this was all just for the vibes, think again. After all, this campaign didn’t just entertain; it performed.
Below are some of its results:
- 6.8 million impressions: That’s not just reach but also resonance. Coca-Cola’s Playable Billboard wasn’t just seen; it was also talked about.
- 234 unique players took command of the billboard, playing live: That’s the equivalent of two packed subway trains full of strangers playing the same game in the sky!
- Over five minutes of average gameplay time: In marketing engagement terms, this is equivalent to an eternity! Besides, most ads are lucky if someone doesn’t skip after five seconds.
- The campaign also achieved unquantifiable social buzz, foot traffic, word of mouth, and the kind of wide-eyed wonder that one can’t really measure but simply feel.
Let’s put it this way: Coca-Cola didn’t just advertise. It entertained, delighted, and quite literally played its way into people’s memories.
Kudos, Coca-Cola, Grey, WPP Open X, and Subvrsive!
The key takeaway here?
In a world where most brands are still trying to figure out how to get people to stop scrolling, Coca-Cola said, “Let’s get them to look up.”
The Playable Billboard is proof that guerrilla marketing isn’t about shouting louder—it’s about thinking differently.
It’s about meeting people in their real lives and inviting them into something cool—no hard sells, no algorithms, just joy.
… because at the end of the day, marketing isn’t just about reach. It’s also about making someone stop, smile, and maybe even play a little.
So, the next time you’re in Times Square, look up. You might just see the next billboard ready to play back.
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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