The Playable Billboard


Bringing Real Magic to Times Square

Creating unexpected moments of human connection in world’s busiest place with a retro Coca-Cola game.

To resonate with a diverse, globally connected audience, WPP Open X, led by Grey, transformed Coca-Cola’s iconic billboard in Times Square into an interactive gaming experience. This approach brought to life the brand’s global “Real Magic” platform in a whole new way.

The Billboard You Can Play Together


By integrating a universally loved video game into the bustling environment of Times Square, we sparked real human connections, enjoyed over an ice-cold Coke. New Yorkers and tourists alike came together to play, amplifying Coca-Cola’s message of human connection in an increasingly digital age.

“Retro Appeal With a Modern Twist.”
Creative Salon
“Innovative. Creative. Provocative.”
City Guide NY
“Top Instagrammable Moments in NYC.”

The iconic billboard earned over 6.8 million impressions. We also facilitated over 234 unique interactions among strangers (equal to two crowded subway cars). And the average gameplay lasted over five minutes, turning an ordinary day into extraordinary moments of human connection.


The Playable Billboard’ was created by WPP Open X, led by Grey, supported by Subvrsive and Ogilvy PR to transform the iconic billboard into a live interactive experience, capturing the essence of Coca-Cola’s ‘Real Magic’ campaign and engaging a diverse audience in the heart of New York City.

“The Grey team brought us a truly innovative idea. But even more impressive, they worked tirelessly [with Subvrsive] to land it successfully in market within a matter of a few short weeks.”
Amy Manganiello, Senior Director, Creative Strategy, The Coca-Cola Company