MARVEL × COCA-COLA — SCALE & INNOVATION
Driving 1.95 Billion Global Impressions: The Marvel x Coca-Cola AR Ecosystem.
The Challenge
Coca-Cola partnered with Marvel Studios on one of the most ambitious WebAR campaigns ever undertaken—spanning 30+ characters across multiple international markets. The challenge was monumental: how do you create an immersive, consistent augmented reality experience that scales globally while maintaining the integrity of two of the world's most iconic brands?
As the UX strategy lead, I was tasked with architecting the entire user experience ecosystem—from the initial scan interaction through the full AR engagement loop—across every market where the campaign would launch.
The Global UX Playbook
The cornerstone of the project was the development of a centralized framework ensuring 100% brand consistency across all international markets. This playbook defined interaction patterns, accessibility standards, localization guidelines, and performance benchmarks that every regional team had to follow.
By establishing a single source of truth, we eliminated the fragmentation that typically plagues global campaigns. Regional teams could move independently while maintaining perfect brand coherence—a model that became the benchmark for subsequent Coca-Cola digital initiatives.
The Outcome
Making this one of the most visible AR campaigns in history.
Demonstrating the campaign's viral organic amplification.
Proving the direct commercial value of the experience.