Our primary objective was to create more enjoyment for the obsessed, dedicated and passionate fans attending BlizzCon by creating a memorable experience to bring gamers together. Our secondary objective was to align and co-exist with Blizzard Entertainment’s ‘Welcome Home’ theme for BlizzCon.

We know gamers’ passion borders on obsession. To activate that passion, we turned their obsession into a virtue by supporting the fans. These fans will do anything and everything to show support and stay loyal to the games they love. Our strategic insight centered around showing up in a completely supportive way that wouldn’t alienate the fan’s culture, but instead be truly authentic. To assert Coca-Cola’s presence in the gaming space – amid of the most hardcore fans – we took one of the most recognizable in-game locations of Overwatch – the Panorama Diner – and brought it to life at BlizzCon, all the way down to the smallest details. The history of Coca-Cola and diners throughout America married perfectly with the in-game lore of the Panorama Diner to create a space that would welcome heroes, adventurers, and oddities alike. It felt natural and intrinsic that if a diner exists in the game or IRL, Coca-Cola could synthesize its own reality within the universe of the game. Bringing the Panorama Diner to life at BlizzCon was the right choice due to the awareness and context of having Overwatch fans in one concentrated place over two days, where dozens of other brands would be activating as well. BlizzCon is the most important event of the year for gamers, so they would have the most appreciation. It also presented the opportunity to build on the loyalty of those fans and provide the chance to win new consumers through an authentic experience.

Our target audience wasBlizzCon2019 attendees, but in a broader sense, the gamingcommunity as a whole. This audience is expanding rapidly in the most protable entertainment industry in history. Gaming culture is steeped in niche interests, attention to detail and loyal fans that voice their opinions and provide feedback faster than ever. Due to this ever-changing landscape, Coca-Cola’s strategy is to build a relationship with and a presence within this community that feels authentic and legitimizes their interests. However, the challenge stemmed from taking a non-endemic brand and carving out an impactful and meaningful space that would set the tone for a multi-year partnership. Coca-Cola needed to bring brand presence to legitimize the gaming culture while at the same time remain true to what gaming is all about. From a production standpoint, the challenge arose from managing, communicating and collaborating with two iconic brands – Coca-Cola and Blizzard Entertainment – each with their own IPs, deliverables, and agendas to create a unique experience that could serve both parties. To solve these challenges, we developed an overall strategic approach that would authentically connect these two brands. As the Fan of Fans, Coca-Cola wanted to celebrate fans in the place they call home. For Blizzard and Overwatch fans, home is the Panorama Diner. A widely known location in Overwatch, it’s the in-game realization of a home away from home. We brought in-game lore to life in a way that only Coca-Cola could do and only Blizzard fans would appreciate.

To promote the diner, the grand opening was treated like other restaurant openings. Sign spinners were seen directing fans to the space at pre-event festivities. At our partner hotel, the Hilton Anaheim, guests arrived to nd key cards promoting the diner and door hangers were placed on hotel room doors, oering a late-night menu specic to the diner and encouraging excitement for the days ahead. Enter BlizzCon, and take a seat at the Panorama Diner, where jukebox jams and the scent of apple pie welcome all. The Panorama Diner, now serving Coca-Cola, was strategically programmed with a unique take on “Daily Specials” and “Everyday Menu” activities. Guests were alerted about upcoming “Specials” such as limited-edition merchandise drops, snacks recreated from the game’s menu and special appearances by reading the messages on a changing sign and the ashing marquee. As guests entered the space, they were handed a postcard with perforated tickets to exchange for dierent experiences throughout the weekend. Each day, attendees had opportunities to receive a “Daily Special,” an ice-cold sample of Coca-Cola, branded T-shirts, and collectible buttons. In the spirit of game design, the Panorama Diner oered special interactive “Easter egg” moments. Payphones shared a secret message from ASHE, an Overwatch hero. The Jukebox, one of the more iconic elements from the game, provided a charming photo-op and a high energy playlist that helped set the vibe. Professional players made special appearances, putting smiles on fans’ faces by signing autographs and distributing swag.

Our objective was to create more enjoyment for fans at BlizzCon and show that Coca-Cola is one of the major players in the esports world through an authentic experience. Based on the reaction from the 6,250 attendees that visited our space, we achieved that. Je Kaplan, the creator of Overwatch, said, “This is so close to the in-game version. I’m so honored that CocaCola put this together. I couldn’t ask for anything better than a Panorama Diner at BlizzCon.” Our experience generated 2,822,600 social media impressions and 6,809,713 editorial impressions from gaming publications such as Fandom, The Esports Observer and PC Gamer. Our Snapchat lter gained 12,906 impressions alone, exceeding our benchmarks.

Over 2,200 limited edition merch items were dropped, with an additional 4,000 Panorama Diner hats and T-shirts distributed, 1,200 apple pies deliciously savored and most importantly, 6,250 samples of ice-cold Coca-Cola enjoyed. Reinforcing our goal to make Coca-Cola the brand gamers think to drink when playing or watching. Ultimately, The Panorama Diner – Now Serving Coca-Cola embraced gaming culture and proclaimed to fans all across the world that Coca-Cola and Overwatch are the perfect team.