With creative strategies being crucial nowadays for grabbing peoples’ attention, Coca-Cola has managed to captivate audiences in new and exciting ways. Embracing the growing trend of AI, Coca-Cola introduced an interactive campaign that completely transformed how consumers engage with their brand.
But how do you effectively use AI for marketing? And how did Coca-Cola integrate it into its innovative approach? Let’s explore the details!
What is AI in Contemporary Marketing?
AI might evoke thoughts of ChatGPT, self-driving cars, or robots, but the concept actually dates back to the middle of the last century. Researchers at that time aimed to develop machines capable of performing tasks that typically require human intelligence.
Currently, AI can do a lot—from crafting essays to analysing complex data sets and even assisting in medical diagnostics. It might sound a bit dramatic, but AI is transforming modern marketing strategies, too.
Marketers rely on AI-driven tools daily for data analysis, content creation, and understanding consumer behaviour. This allows them to create personalised and impactful campaigns that resonate with today’s digital audience.
The Impact of AI on Marketing Strategies
AI’s profound impact lies in its ability to analyse vast consumer data with advanced machine learning algorithms.
This data-driven approach enables accurate audience segmentation, targeted marketing, and better ad strategies. AI-powered predictive analytics also effectively anticipate market trends and changes in consumer behaviour.
As you can see, marketing success depends more than ever on blending creative vision with strategic use of technology. Can you guess what happens when these two forces collide in the best possible way?
The answer is “Create Real Magic”—Coca-Cola’s revolutionary advertising campaign!
How is Coca-Cola using AI?
Coca-Cola, known for its memorable initiatives like their “Share a Coke” campaign and “Always Coca-Cola,” keeps pushing boundaries with its innovative strategies.
In early 2023, Coca-Cola first partnered with AI research giant OpenAI for a special project. Together, they produced a short commercial video titled “Masterpiece” and seamlessly integrated AI-enhanced animation with live footage to highlight the artistic capabilities of generative AI.
Their latest initiative, “Create Real Magic,” shows a strategic shift toward integrating AI into Coke’s advertising strategies. The campaign invites consumers to design their own ads and artwork using AI, showcasing a novel approach to consumer engagement.
What is “Create Real Magic”?
“Create Real Magic,” created in partnership with OpenAI and Bain & Company, aims to embrace AI technology while celebrating creativity and human connection. The campaign is centred around a contest hosted on the “Create Real Magic” platform—a dedicated microsite custom-built for Coca-Cola by OpenAI.
Coca-Cola invited fans and artists worldwide to join the platform and create original artwork using advanced AI technology, blending it with iconic Coca-Cola brand elements.
It provided users across the United States, Australia, and beyond the opportunity to explore motifs from Coca-Cola’s rich history, including beloved symbols like the Coca-Cola Santa Claus and Polar Bear.
Once their artwork is done, the users can submit it for the competition and have a chance to win amazing prizes. The best submissions appeared on Coca-Cola’s digital billboards in famous spots like Times Square and Piccadilly Circus and participated in Coca-Cola’s Create Real Magic Academy.
How does “Create Real Magic” work?
“Create Real Magic” uses two AI systems, both developed by OpenAI:
- Dall-E 2, which creates images based on text prompts.
- GPT-4, a new large language model.
With DALL-E 2 and GPT-4 at their fingertips, everyone can bring their ideas to life: just provide text prompts to DALL-E 2, which immediately generates stunning visuals following your instructions.
But there’s more! Once your images are ready, GPT-4 steps in, crafting captivating narratives and messages to complement these artworks.
To give you a better idea of how this innovative concept works, here’s a quick example:
- Input 1: The user first needs to enter the prompt. For example: “A space samurai in manga style, with a glowing sword, reaching for a Coca-Cola amidst swirling galaxies, cinematic lighting, vibrant red tones.”
- Dall-E: Instantly, Dall-E 2 generates a series of mesmerising images that resemble scenes from an epic manga space odyssey.
- GPT-4: Using the platform’s GPT-4 function, the user writes prompts for accompanying text, such as “A poetic ode to enjoying a Coca-Cola in the vastness of space.”
- Wrap It Up: Finally, the chosen text is elegantly superimposed onto one of the images, putting the finishing touches on the artwork before it’s submitted for the competition.
- Share & Connect: The “Create Real Magic” platform also includes online galleries where fans can save their artwork, share it on social media, and check out other designs by fellow creators.
Once the submissions started pouring in, Coca-Cola’s “Create Real Magic” campaign began to showcase the immense potential of AI-driven marketing for consumer brands. It was not merely about leveraging technology; it was also about creating a platform where creativity and AI intersect to produce unique and engaging consumer experiences.
Tangible Results
If our example sounds like it’s straight out of a sci-fi movie, that’s no coincidence. “Create Real Magic” has caught the eye of various age groups, but it really clicked with younger audiences. For instance, the campaign resonated particularly well with Gen Z, drawing in new consumers and boosting sales.
Launched towards the end of the first quarter of 2023, “Create Real Magic” led to a 5% increase in company revenue. On top of that, in the second quarter of the same year, The Coca-Cola Company reported a 6% rise in revenue, likely fueled by the campaign’s success.
In fact, the campaign did so well that Coca-Cola decided to roll out another AI-powered campaign under the “Create Real Magic” platform the following Christmas!
What is Create Real Magic Academy?
After the success of the “Create Real Magic” campaign in March, Coca-Cola didn’t slow down. They took things up a notch by hosting the Real Magic Academy in Atlanta during the summer of 2023. For three days, digital artists, creative technologists, and entrepreneurs, including the winners of the “Create Real Magic” contest, gathered for an epic collaboration.
Participants got their hands on exclusive Coca-Cola brand assets, cutting-edge AI tools, and sneak peeks at upcoming AI-powered Coke campaigns. They also enjoyed personalised mentorship opportunities and learned from experts in cultural storytelling, product development, and AI.
Coca-Cola’s AI-Driven Creative Magic
Beyond the metrics, “Create Real Magic” established a new standard for Coca-Cola’s future initiatives, showcasing the remarkable power of AI. Through a fusion of cutting-edge technology and captivating storytelling, Coca-Cola crafted an unforgettable experience that deeply resonates with its consumers.
This game-changing move showed us the potential huge role of AI in marketing. By mixing AI with fresh, imaginative ideas, Coca-Cola proved that technology isn’t just about making things run smoother—it’s also about boosting creativity. They’ve set a new bar, inspiring other brands to break free from old-school marketing tactics.
Follow Suit with the Help of Canty Digital
If you’re inspired by Coca-Cola’s innovative approach and want to explore how AI can elevate your own marketing strategies, Canty Digital is here to help!
Our team of experts excels in using cutting-edge techniques and AI-driven solutions to create unique, engaging campaigns tailored to your business needs.
Whether it’s advanced data analysis, quality content creation, targeted ad strategies, or campaign optimisation, we offer a comprehensive range of professional marketing services.
Contact us today and unlock the potential of data-driven marketing strategies designed to captivate your audience and deliver real results.
