Add MobiGyaan as a preferred source on GoogleCoca-Cola India has announced the launch of “Coca-Cola Halftime Surprise,” a new AI-powered interactive campaign developed in collaboration with Google. Built using Google’s Gemini AI models, the initiative transforms regular consumer breaks into personalized digital entertainment experiences through generative AI and gamified interactions.
The campaign is based on Coca-Cola’s global “Halftime” philosophy, which focuses on enhancing everyday pauses and moments of relaxation. Consumers can access the experience by scanning QR codes available on specially marked Coca-Cola packs, which unlocks a themed digital interface powered by Google Gemini’s Canvas technology.
The platform offers three different AI-driven interactive journeys based on user inputs, selfies, and personal aesthetic preferences.
The “Be a Rockstar” experience uses a retro jukebox-inspired interface where users can transform selfies into personalized digital album covers complete with custom music tracks. Participants entering this experience also get a chance to win concert tickets.
The “Be a Movie Star” path introduces a movie vending machine-themed interface that places users at the center of a personalized six-panel digital comic strip generated using AI. Users participating in this category become eligible for movie voucher rewards.
Meanwhile, the “Travel Through Time” experience utilizes a digital time machine concept to create AI-generated vision-board style collages featuring users across different historical and futuristic eras. Coca-Cola says participants in this category can win flight and hotel vouchers.
The campaign heavily relies on generative AI to dynamically create visual narratives, stylized character designs, thematic environments, and personalized multimedia content based on individual user choices and uploaded selfies.
Coca-Cola Halftime Surprise Experiences
- Be a Rockstar: Personalized album covers and custom tracks with concert ticket rewards
- Be a Movie Star: AI-generated comic strips with movie voucher rewards
- Travel Through Time: Vision-board style collages with flight and hotel voucher rewards
According to Coca-Cola India, the initiative represents a broader shift toward always-on AI-driven consumer engagement strategies designed to create interactive digital experiences directly through everyday product interactions.
The new campaign also builds upon Coca-Cola India’s earlier AI-focused “Festicons” initiative introduced during the Diwali festive season, which enabled users to create personalized festive greetings using generative AI tools.
Greishma Singh, Vice President, Marketing, Coca-Cola India and Southwest Asia said, “For Gen Z consumers today, self-expression is fluid, visual, and deeply shaped by music and digital culture. With Coca-Cola Halftime Surprise, we wanted to reimagine the Coke pause as something more participative, playful, and personal to them. What makes this especially exciting is that every single interaction is unique with the help of Google Gemini. Whether you are creating your own comic strip, time-travelling to a world only AI can take you to, or designing your album cover, the experience feels entirely yours. The collaboration with Google brings together creativity and technology in a way that transforms a simple scan on a Coca-Cola pack into a moment of genuine discovery.
Shekar Khosla, VP – Marketing at Google India, said, “Brand engagement is most memorable when it is interactive, personal, and fun. We’re glad to collaborate with Coca-Cola so that Coca-Cola Halftime Surprise gives people an engaging way to play, create, and share using Google Gemini. What makes this engagement so exciting is the ability to generate truly personalized experiences. With Gemini as a creative companion, people can seamlessly think up new visual narratives and turn everyday moments into a fun showcase of self-expression.”
