The Brief

To connect with the youth, Coca-Cola India launched Coke Studio - a platform where musicians from diverse genres created never-been-explored fusion music. Coke Studio Season 2 featured some of the most celebrated musicians in the country. Coke Studio 'Reflection of Music', the promotional campaign to create buzz around these celebrities, used abstract instrument art, which upon reflecting on the cylindrical Coke can formed beautiful portraits of the artists. The brief was to take the idea forward using Promotional Marketing, engage music lovers with a unique experience and divert traffic to Coke Studio show on MTV and the micro-site.

Describe how the promotion developed from concept to implementation

We created specially designed vending machines. On purchase of every Coke can the machines allowed youngsters to convert their picture into Coke Studio 'Reflection of Music' art. The machine clicked the user's picture, converted it into abstract instrument art and printed this image, while dispensing the Coke can. The printout urged the user to place the Coke can on the designated spot. To their surprise, this abstract arrangement of instruments upon reflecting on the cylindrical Coke can resulted in a beautiful portrait of themselves. A message on the printout invited the target group to Coke Studio show on MTV and the micro-site.

Describe the success of the promotion with both client and consumer including some quantifiable results

As expected, the entire experience left the target audience craving for more. The desire to listen to Coke Studio music drove the viewership of the MTV show higher, and the Coke Studio micro-site and Youtube channel experienced a spike in traffic. The entire 'Reflection of Music' campaign added 1 million fans, generated 6 million downloads and 4 million Youtube hits.

Explain why the method of promotion was most relevant to the product or service

The magic of fusion of music is the geneses of Coke Studio. The 'Art Vending Machine' brought this magic alive and placed the brand right in the center of the entire experience, literally. Intrigued by this unusual machine youngsters flocked around it at malls, colleges and other places. The instrumental art and the optical play of the reflection on the can ensured they encountered an unforgettable brand engagement. Fascinated by the experience, they shared pictures and videos showcasing their 'Reflection of Art' portraits on social network and created a viral effect that reached many more than ever intended.