The Music Program Fans Put on Repeat
When Coke came to us to support the latest iteration of their music program, Coke Studio, one thing quickly became clear: Sustained engagement was their love language. And they were intent on wooing Gen Z music fans with an unprecedented summer music program, featuring 18 artists, 8 original songs, and a range of prizes. To help make the summer a success, we’d need to create a digital experience fans would return to again and again.
Designing for Digital Natives
We knew that we had one shot to introduce Coke Studio, so we kept it short and sweet, delivering a proposition that was easy to understand and hard to turn down.
Once we captured the attention of our audience, we had to hold onto it with a dynamic, modular design, inspired by the apps they use every day, and populated with engaging content.
Prizes on Prizes on Prizes
Our instant-win encouraged daily visits with daily chances to win—plus a grand-prize entry. Instant winners could choose from a range of popular prizes, like a YETI cooler, or ones specific to their region, like tickets to see a concert at Red Rocks.
Driving Engagement with Gamification
To turn that instant gratification into sustained engagement, we gamified the prize entry experience—offering more entries for more engagement and letting users choose how to spend those entries across a range of grand prizes.
You Heard It Here First
If the chance to win big wasn’t enough to keep everyone coming back, we offered exclusive access to new musical collabs and behind-the-scenes footage from the hottest artists around the globe. Teasing each drop in advance created anticipation. Then our robust CRM efforts ensured fans could engage the moment each new piece of content went live.
Fans Didn’t Miss a Beat
A steady cadence of emails and texts kept Coke Studio fans in the know all summer long. We promoted new drops, announced when new grand prizes became available to enter, and even surprised everyone with an unprecedented music festival livestream.
