360-Degree Performance at Coachella
Coca-Cola partnered with PHNTM to create an immersive 360-degree performance featuring virtual pop star Yameii Online at Coachella. The challenge was blending physical and digital worlds to offer festivalgoers an innovative interactive experience beyond the main stages. Guests needed to step into Coca-Cola's "Real Magic" world within a custom-built environment that would transport them from the desert festival into a virtual realm where digital and physical experiences seamlessly merged.
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We designed a 2,000 sq ft Coke Studio with 13-foot LED walls creating a 360° immersive experience. Reflective floors and mirrored ceilings transformed the space into a virtual world of light, animation, and sound. Using WebAR technology, guests could trigger AR animations on their phones during performances. Our Node.js and Socket.io architecture synchronized screen and mobile content for all participants. A standout Coke ASMR moment created the illusion of floating in space within the experience.
Over 9,200 participants experienced the activation across both Coachella weekends, generating over 300 hours of consumer engagement. Participants shared screen captures 3.8 times per user, amplifying the experience across social media. The activation set a new standard for brand engagement at live events, successfully bridging physical and digital worlds while showcasing Coca-Cola's innovative spirit. The project demonstrated how virtual performers could create genuine emotional connections within immersive environments.
