A carbonated soft drink manufactured by the Coca-Cola Company, Coca-Cola is set to provide festival-goers with a taste of virtual stardom as it collaborates with experiential agency Momentum Worldwide.
Launched in May, the Coke Studio activation will be showcased at various major music festivals during the summer and early fall, including Lollapalooza in Chicago and Austin City Limits in Texas. The studio will also make appearances at other upcoming festivals later in the year. This strategic move by Coca-Cola signifies its exploration of generative AI in marketing while amplifying its commitment to shared music experiences.
At participating music festivals, the Coke Studio will merge multiple AI components, such as ChatGPT and AI video generation, allowing consumers to produce a track, music video, and album cover in the time it takes to wait in line for a restroom break.
Festival attendees can engage with the two-story Coke Studio by answering a series of questions. Using this information, the generative AI will create the group’s Real Stars identity, including the name, song, album art, as well as the music and video components themselves.
James Robinson, Chief Creative Officer for North America at Momentum Worldwide, mentioned that this immersive experience bridges Gen Z’s passion for music, creativity, and technology, promoting brand growth among the upcoming generation of consumers. Jason Alan Snyder, Chief Technology Officer at Momentum Global, emphasized the meticulous effort invested in bringing this experience to life. It required careful coordination with Coca-Cola’s brand, marketing, and legal teams to ensure that the generative AI adheres to brand guidelines and privacy policies. Snyder highlighted the priority of brand safety within their technology strategy, incorporating extensive training to enable AI to understand not only what to do, but also what not to do.
This initiative could potentially serve as a training ground, not only for the teams involved but also for exploring broader marketing applications of generative AI. It’s aimed at bolstering Coca-Cola’s confidence in using such technology effectively, safely, and in a manner that delivers positive results for their brand.
By
