Coca-Cola’s AI-Powered Festival Experience Turns Music Fans Into Pop Stars

Posted on by Chief Marketer Staff

This past summer, Coca-Cola experimented with generative AI with a festival experience that transformed music fans into pop stars at popular shows like GovBall, Lollapalooza and its proprietary Sips & Sounds festival. According to CM sister pub Event Marketer, the Coke AI Studio, an extension of its Coke Studio global music platform, lets participants create a shareable, 35-second music video featuring their new, AI-generated pop star identity—complete with an artist name, first track, album art and the video assets itself.

“AI is really interesting, and we’re seeing a lot of really great ways to create more immersive and customized experiences,” Ryan Keen, senior marketing manager at Coca-Cola told Event Marketer. “We’ve done programs outside of festivals, for example, with our sponsorship of the Drake [concert] tour, where we’re using AI to enable fans to immerse themselves in a version of the Sprite commercial that Drake did with us. So it creates much more customized creative that couldn’t otherwise be done on a manual basis at scale,” he said.

Event Marketer has the story—including activation touchpoints, a rundown of its creative technologies, content licensing challenges, and more.


Related Posts

Comments are closed.

Chief Marketer Videos

by Chief Marketer Staff

In our latest Marketers on Fire LinkedIn Live, Anywhere Real Estate CMO Esther-Mireya Tejeda discusses consumer targeting strategies, the evolution of the CMO role and advice for aspiring C-suite marketers.


Call for entries now open

Awards 2023

Click here to view the 2023 Winners


CM 200


Click here to view the 2023 winners!