St. Louis Cardinals fans can unlock video clips of the 10 greatest Coca-Cola Tip of the CapTM moments in the team’s history through an Augmented Reality (AR) Coca-Cola can.

Coke partnered with the Cardinals and Major League Baseball (MLB) on the innovative program, which launched April 1.

Here’s how it works:

1.    Purchase a limited-edition, 16-oz. Coca-Cola can at participating St. Louis-area retailers.

2.    Download/open the MLB Ballpark mobile app.

3.    Scroll to the St. Louis Cardinals tab and click on the Coca-Cola Tip of the Cap icon.

4.    Hover the scanning window over the St. Louis Cardinals logo on the Coca-Cola can. It will scan without having to take a photo.

5.    Play the video. The program is counting down the top 10 plays in Cardinals history, with a new clip added each week through June 9.

“Our partnership with MLB, which recently celebrated its first anniversary, focuses on refreshing fans inside and outside big-league ballparks with innovative social and digital media experiences like this,” said Tiffany Stone, director of sports marketing, Coca-Cola North America. “This special AR can – and the broader Coca-Cola Tip of the Cap platform – has been an early-season hit with baseball fans.”

The can is being promoted inside St. Louis-area retailers, on social media and on video screens inside Busch Stadium. In 2017, Coca-Cola launched a similar AR-enabled can with the Kansas City Chiefs.

“The St. Louis Cardinals have such a rich heritage and are known as one of the league’s most successful franchises with the best fans in baseball,” said Angela Owen, region marketing activation manager, Coca-Cola North America. “By leveraging emerging technology on our packaging, we are able to engage these fans in a unique and exciting way, broaden our reach to new fans and consumers, and deliver sales growth and added value to our customers.”

Owen worked with MLB, the St. Louis Cardinals, Coke’s national retail sales team and local bottler Heartland Coca-Cola to bring the program to life at local retail, with a focus on in-store merchandising in QuickTrip convenience retail and Schnucks supermarket locations. Both customers have reported solid increases in 16-oz. Coca-Cola can sales in the first few weeks of the program.


“We have seen some exciting results to date, and look forward to exploring ways to make this even bigger and better in the future,” Owen said.

Throughout the 2018 MLB season, Coca-Cola Tip of the Cap will recognize outstanding plays and acts of sportsmanship on MLB and team websites and social media handles as part of a multi-year, digital-driven partnership between Coca-Cola and MLB.