How Coca-Cola Leveraged AI in Their 2023 Advertising
In 2023, Coca-Cola skillfully utilized generative AI technology developed by OpenAI and Stable Diffusion to curate innovative advertising strategies. These marketing campaigns demonstrated the vast possibilities of AI in marketing, blending technological innovation and creativity to draw audiences in new and engaging ways.
Let’s delve into six specific advertising and marketing campaigns created by Coca-Cola in 2023.
1. The AI Chatbot Campaign
Coca-Cola launched an AI chatbot via an Instagram newsfeed ad that connected users to local restaurants in their city. As users selected restaurants based on the chatbot recommendations, they could proceed to OpenTable for more information or to make a reservation. This ingenious tool pointed out handy local search results in Instagram DMs and enabled Coca-Cola to capture leads within the DM. The user-friendly aspect of this automation was that the email address was pulled from the user’s Facebook profile, simplifying the process further.
2. Partnership with Bain & Company
Early in 2023, Bain & Company announced a collaboration with OpenAI to provide advanced technology to companies like Coca-Cola. With this AI technology, Coca-Cola introduced the “Real Magic” platform, which allowed users to generate original artwork using assets from Coca-Cola’s archives. Such an innovative concept encouraged connection and user interaction.
3. Real Magic Holiday App
For the festive season, Coca-Cola took it a notch higher by allowing users to create AI-generated Christmas cards for friends and family. This was promoted through an ad campaign on Facebook and Instagram.
4. The Create Real Magic Contest
Upon announcing its collaboration with OpenAI, Coca-Cola invited artists to participate in the Create Real Magic contest. The campaign wanted artists to create original artwork using Coca-Cola branded assets, GPT-4, and DALL-E. Here, artists got an opportunity to have their creations illuminated on Coca-Cola’s billboards in New York’s Times Square and London’s Piccadilly Circus.
5. Masterpiece Art
Coca-Cola continued showing its prowess in generative AI through the Masterpiece campaign. It featured a video of AI-reimagined art over the years. Coca-Cola brands such as Topo Chico also began sharing AI-generated images on their social platforms.
6. Destination Y3000
In another innovative strategy titled “Destination Y3000” in Las Vegas, Coca-Cola showcased its new Y3000 beverage flavor in The Sphere, the first flavor to be co-created by AI and humans. The experience featured dynamic projections showcasing futuristic cityscape images created using generative AI on The Sphere’s Exosphere.
Conclusion
Throughout 2023, Coca-Cola has intelligently adopted generative AI technology to redefine its advertising approaches. From AI chatbots and user-generated content to immersive OOH advertising and augmented reality experiences, these strategies demonstrate Coca-Cola’s commitment to blend cutting-edge technology with creative marketing. It’s not only engaging to audiences but also provides inspiration for marketers on the potential of generative AI in brand marketing.
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