Coke Breaks: Coke Studio™ 2024
Bringing fans closer than ever before to their favorite music artists through meaningful digital touchpoints
The Project
The Coca-Cola Company’s ambition is to connect with consumers on a consistent basis during their break periods throughout the day. Coke Studio, a music platform that brings together breakthrough artists from around the world to create ‘Real Magic’, was the first campaign to deploy this global framework.
In its 2024 season, the focus was on getting fans to celebrate and interact with a diverse range of superstars. TVG were brought on board by TCCC to develop cohesive, digitally connected engagements for the Coke Studio 2024 lineup that leveraged the power of music and the influence of world-famous performers.
The aim was to strengthen consumer relationships through engaging and meaningful digital touchpoints, drive first-party data collection and infuse the Coca-Cola magic into the music experience.
Our Impact
The ‘Always On’ framework was deployed in more than 50 countries and established the baseline for connecting and communicating future campaigns. For Coke Studio, we developed a robust information architecture for the web experience, creating an intuitive design that hosts an array of fan interactions for engaging with the artist roster effortlessly.
Coke Studio 2024 featured four exclusive drops - K-Pop sensations NewJeans; Colombian popstar Karol G, the first female artist to debut at No. 1 on the Billboard 200 with an all-Spanish album; South Korean DJ, singer, songwriter, and producer Peggy Gou, and South African starlet Tyla.
Our approach included communications, promotions, and exclusives designed to drive engagement and registration - ranging from digitally signed materials, to a personal video call session with Karol G, to a live Q&A with Peggy Gou in Puglia, Italy. From ideation to development in both digital and physical spaces, we brought fans closer than ever before to their favorite artists.
