Coca-Cola taps Ocean Outdoors technology as it presents virtual snow globes in immersive AI DOOH experience

Coca-Cola is bringing its Talk to Santa AI driven festive campaign to outdoor audiences with an exclusive interactive 3D animation as part of its Piccadilly Lights residency in London.

Using Ocean Outdoor’s immersive DeepScreen technology, the campaign invites audiences to create their own traditional Christmas snow globes based on the holiday memories they share with Santa Claus via AI.

The interactive DOOH artwork was created for Coca Cola by Ocean and appears between 3pm and 6pm until Christmas Day.

The campaign forms part of Coca-Cola’s ‘Create Real Magic’ AI campaign. The company's creative agency partner is Accenture. Working with a selection of 2D assets from the AI campaign, the bespoke 3D winter animation amplifies the concept, opening with Coca-Cola’s iconic Sundblom Santa Claus.

Four different virtual snow globes then alternate on the large format screen complete with swirling snowflakes and detailed reflections as the frame ices up. Audiences are invited to scan a QR code to engage in a personalised dialogue with Santa via AI enabled real-time conversations and image generation, creating their own snow globes from favourite holiday memories to share with family and friends on their chosen channels.

Ocean Outdoor Group Creative Director David Tait says: “Coca-Cola taps into Christmas nostalgia, using Ocean’s innovative technology to create an immersive 3D winter wonderland. There’s nothing quite like a 15 metre tall Santa to spread the festive spirit.”

2024 RTIH INNOVATION AWARDS

AI was a key focus area at the sixth edition of the RTIH Innovation Awards.

The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended last month’s gathering.