Coca Cola launched Coke Studio, a music fusion show, to create brand awareness and a unique experience. Though the campaign was not well integrated with points of consumption, integrating it could have strengthened brand connections. The solution involved prompting consumers at Coke partner locations to download wallpapers, videos and audio from Coke Studio on their phones, with customized content for different phones. This ensured high reach and engagement at zero cost. Regularly updating the content catalogue kept consumers returning for fresh content and engaging more with the brand in a positive cycle. Results included over 10 million downloads, each user engaging with an average of 4 pieces of content, and 45% of consumers returning looking for more Coke Studio content.

1. Case study _ Coke Studio Season 1
BUSINESS CASE
Coca Cola launched Coke Studio, a show that aims to create and distribute original music
through fusion. Coke wanted to leverage this opportunity to create greater brand awareness
among consumers through music and thus establish a unique brand experience.
Though coke wanted to bring together the music and happiness, there was a strong
disconnect between the campaign and consumption points of brand. This, if integrated
would have created a huge opportunity for the brand to strengthen the brand connect.
But challenges had to be addressed: 1) How would one achieve the scales of mass media in
the digital age? 2) Can one compare the reach of mobile phones to that of Tv
SOLUTION
Consumers walking in to any of the coke partner locations would see
a prompt asking them to download coke studio content. Users could
select and download wallpapers, video and audio clips of their
choice. The content delivered was customized for 1,500+ handsets
ensuring higher reach and great experience.
The solution not only ensured a location based content delivery but
more importantly the availability of content at zero cost and an
impulsive medium for engagement.
The catalogue was regularly updated to deliver fresh content to the users ensuring that
each user would always see fresh content each time when they came on board. Appealing
content catalogue and refreshed content every time, kept the consumers coming back for
the content, thus helping the brand to retarget their consumers.
As consumers visited more often, they could download and engage more with the brand
creating a positive cycle for brand connect with the consumers.
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2. Case study _ Coke Studio Season 1
RESULTS
 Over 10 million ears refreshed
 On an average, each user engaged with at least 4 different content during the
campaign
 Reached more than 70% NON GPRS users
 Nearly 40% of the consumers engaged multiple times during the same time
 Subsequently 45% of the consumers came back to network looking for coke studio
content demonstrating the goodwill the brand has earned
 Integration of social media sites achieved higher brand awareness and invited more
consumers to experience
 The Coke Studio @ MTV campaign ensured a strong connect between various stake
holders – Coca Cola, the location partners and the consumers in an innovative way
 Brand expectation was exceeded by 100% while maintaining the investment to
original projections
LEARNINGS
 Numbers delivered through mobile far exceeded the reach and connect through all
other media put together
 Campaign set a unique model on how brands can leverage m-Entertainment and
showcased howvariousbusiness models can be created
 Campaign demonstrated how integrating mobile can deliver higher ROI for a brand in
its media investments. Evident is the fact that season 2 is getting even bigger on
mobile
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