Coca-Cola®

Pushing the Boundaries

The Challenge

In 2004, Coca-Cola® decided to change their famous sign on Times Square Tower Two to a dynamic light emitting diode (LED) display. The display Coke® wanted was unlike anything anyone had ever seen.

By developing a sign that would be both cutting edge and iconic, Daktronics proved it could handle the challenge. Coke® awarded Daktronics the contract in February 2004. Work began immediately in Brookings, South Dakota.

The Daktronics Solution

Daktronics drew upon its extensive resources of technical expertise and experience to successfully realize the unique concept of this display.

Instead of the usual flat screen of a video display, Coke®'s concept resembled a deconstructed pop can divided into separate sections that are convex, concave, and sculpted. The 32 sections are also not level in relation to each other to give it the feel of a puzzle with its organically shaped pieces fitting loosly together. Even when the display is turned off, it appears to be in motion. The display can be programmed so that different content may be shown simultaneously on some of the sections, or all sections can present a unified image.

To maximize uptime, the Venus® 7000 control system incorporates intelligent diagnostics. If a potential problem is detected, the system alerts selected personnel and provides critical information to aid in servicing the display.

Coke® illuminated the sign July 1, 2004, to celebrate Times Square’s centenial, a full six weeks ahead of schedule. When Coke® requested the date change from August 9 to July 1 to coincide with the release of a new product, Daktronics stepped up to the plate and delivered.

The innovative spectacular continues to attract people to Times Square today. The sign is so iconic that many major motion pictures use the display to reference Times Square.

Equipment Description

• Custom Full-Color Video Display
  • Matrix: Custom
  • Center-to-Center Pixel Spacing:
    Front-facing displays-- 16.5 mm (0.65"). Qty. 2
    Side-panel displays-- 23 mm (0.90"). Qty. 2
  • Physical Dimensions: Approx. 44' x 65' (13 m x 20 m)
  • Description: Multiple outdoor video displays controlled seperately or as one video display
  • Controller: Custom Venus® 7000