Coca-Cola enhances festive campaign with AI and immersive digital experiences
Coca-Cola's holiday campaign gets an AI-powered boost with immersive digital experiences, a digital quiz, Christmas truck tours, exciting competitions on their product packaging, and engaging out-of-home elements Developed by WPP Open X, this campaign promises an unforgettable festive season
Article Brief:
Coca-Cola has rolled out a holiday initiative titled "The World Needs More Santas," comprising a fresh advertisement and incorporating digital and experiential aspects, according to information provided to Our Website. This global campaign will be customized for over 80 markets across the globe.
The lengthy advertisement showcases a universe where all individuals embody Santa Claus, but it eventually uncovers that kindness allows anyone to become Santa in the "real world". In addition to this, the comprehensive marketing campaign involves a digital quiz, Christmas truck tours, competitions featured on product packaging, and outdoor advertising components.
Later in the season, the brand will unveil an expansion of their "Create Real Magic" AI platform focused on holiday postcards. The campaign was created by WPP Open X, with VML leading the way and receiving support from Grey, Ogilvy, Essence Mediacom, Hogarth, and JKR.
Article Insight:
Coke’s latest holiday campaign builds on a timeless theme that has been associated with Santa Claus for nearly a century, focusing on the values of kindness and joy that define the season. Titled “The World Needs More Santas,” the campaign envisions a world where individuals of diverse backgrounds and professions, ranging from firefighters and skateboarders to taxi drivers and gym enthusiasts, embody the spirit of Santa Claus. Ultimately, the campaign highlights the immense impact of acts of kindness and generosity in our real world. The accompanying advertisement features the enchanting track “I Could Be Santa Claus” by acclaimed British singer-songwriter Celeste.
In addition to the main feature, the campaign incorporates both online and in-person experiences. Users can discover their unique "inner Santa" persona by taking the "Find Your Inner Santa" quiz on the brand's app and mobile sites. This quiz generates a customized illustration that can be easily shared on various social media platforms. By scanning the QR codes provided on the product packaging, users can participate in the quiz and enter a chance to win exciting prizes in specific markets. One lucky winner may even enjoy a trip to Rovaniemi, Finland, known as the official hometown of Santa Claus.
The Coca-Cola Christmas Truck will embark on a tour this year, providing consumers in selected markets the opportunity to send digital seasonal cards, explore local food stalls, and engage with local charitable organizations. Over 80 marketers will display out-of-home ads, while digital ads will direct consumers to a quiz.
Additionally, the brand has hinted at upcoming components of the campaign, such as two Christmas short films and a holiday-themed expansion of its "Create Real Magic" AI platform. This extension is rumored to include AI-powered Christmas postcards. Coca-Cola has been actively involved in the generative AI trend, as mentioned during the company's recent earnings call. Executives highlighted the brand's use of generative AI to gain insights, market data, research, and trends, along with their consumer-focused endeavors in art, music, and a new beverage.
