All through 2023, Coca-Cola has embraced generative AI know-how from OpenAI and Steady Diffusion in its promoting, launching a number of experiential advertising campaigns.
These campaigns show the transformative affect of AI on advertising, mixing know-how with creativity to achieve audiences in new and interesting methods.
Proceed studying to discover the six promoting and advertising campaigns Coca-Cola created in 2023 using generative AI know-how.
1. An AI Chatbot For Instagram With Native Search Outcomes
Coca-Cola’s AI chatbot, promoted by an Instagram newsfeed advert, connects folks to native eating places of their metropolis for the “excellent meal” through direct messaging.
As soon as you discover the precise restaurant, you’ll be able to go on to OpenTable to seek out out extra about it or make a reservation.
The native search outcomes provided by Coca-Cola’s AI chatbot in Instagram direct messages are seemingly powered by Bing, contemplating that:
- Coca-Cola makes use of OpenAI know-how for a few of its generative AI experiences.
- Microsoft launched OpenTable in Bing AI chat to attach customers with close by eating places.
- Microsoft labored with Meta to convey Bing search to Meta AI chatbots.
Screenshot from Instagram, December 20232. An AI Picture Generator Utilizing GPT-4 And DALL·E
In February, Bain & Firm introduced an alliance with OpenAI to supply corporations like Coca-Cola superior methods to make the most of GPT-4 and DALL·E.
With this distinctive AI know-how, Coca-Cola created the Actual Magic platform, which permits customers to generate authentic art work utilizing property from Coca-Cola’s archives.
For the vacations, guests can create AI-generated Christmas playing cards for household and mates.
Screenshot from Google/Coca-Cola, December 2023Coca-Cola promoted its vacation AI card generator utilizing Google Adverts in search. You may see an instance of the advert in a cell search above and an instance of the advert in a search on a desktop browser beneath.
The 20 places close by are comfort shops and different companies that might sometimes promote Coca-Cola merchandise.
Screenshot from Google, December 2023Coca-Cola additionally created an advert marketing campaign on Fb and Instagram to introduce social media audiences to the Actual Magic vacation app.
Screenshot from Fb Advert Library, December 2023It’s value mentioning that Coca-Cola provides a separate Phrases of Service for AI and specifies that customers should be 18 years or older to make use of the AI card generator. OpenAI solely requires customers to be 13 years outdated in its TOS.
3. A Contest For Consumer-Generated Content material
Earlier this yr, after asserting its partnership with OpenAI, Coca-Cola invited creators to take part within the Create Actual Magic contest to generate authentic art work with branded Coca-Cola property, GPT-4, and DALL·E.
Artists in choose nations might submit their creations for an opportunity to be featured on Coca-Cola’s digital billboards in New York’s Occasions Sq. and London’s Piccadilly Circus.
The marketing campaign demonstrated how a model can encourage followers with minimal graphic design to create user-generated content material (UGC). It additionally allowed Coca-Cola to refine the AI expertise earlier than the launch of the vacation card generator.
Screenshot from Coca-Cola, December 2023Coca-Cola manufacturers like Topo Chico share AI-generated pictures on social media, noting that AI has dramatically elevated the amount of art work created by followers.
Screenshot from Instagram, December 20234. Video Advertising That includes Reimagined Artwork
Coca-Cola continued selling Actual Magic in Masterpiece, a video that includes reimagined artwork all through the years.
The AI-generated artwork that includes Coca-Cola branded property can also be out there as collectible digital property.
ᴏɴᴄʜᴀɪɴ 🟡 ꜱᴜᴍᴍᴇʀ@CocaCola is bringing their World Masterpiece marketing campaign onchain with iconic works from main artists.
Mint now: https://t.co/xTWyI3O7IW pic.twitter.com/9wxFgt8qOh
— Coinbase 🛡️📞 (@coinbase) August 13, 2023
5. An Out-Of-Residence Promoting Expertise
Coca-Cola Creations concluded one other yr of limited-edition releases with a weeklong OOH promoting expertise known as “Vacation spot Y3000” in Las Vegas.
The takeover of The Sphere highlighted Coca-Cola’s new Y3000 taste, the primary to be co-created by people and AI. Coca-Cola’s Selman Careaga shared perception into the method in an interview.
“The intent was to make use of AI and HI to know how folks consider the longer term: the feelings, the colour, the flavors, the style. We used these insights after which we labored with our R&D staff and so they got here up with a system for Y3000.”
The expertise featured dynamic projections, showcasing futuristic cityscapes and a world imagined by generative AI on The Sphere’s Exosphere.
In case you are curious how a lot an OOH expertise prices at The Sphere, the charges have been allegedly leaked earlier this yr:
Promoting charges for the $2.3 billion MSG Sphere have been leaked.
• $450,000 for the day
• $650,000 for the weekThese costs embody working with MSG’s 300+ designers on the inventive & they estimate 4.7 million every day impressions (300k in particular person & 4.4M on social).
Loopy. pic.twitter.com/mNRyyS4OYK
— Joe Pompliano (@JoePompliano) October 2, 2023
Google Helps Use Of Machine Studying For Inventive Content material
The Sphere not too long ago featured the work of internationally acclaimed media artist Refik Anadol, who harnessed the facility of AI to create “Machine Hallucinations: The Sphere.”
Expensive mates, I’m deeply honored to be part of the opening of The Sphere as the primary artist in residence with legends U2 and Darren Aronofsky! I can’t wait to share extra of many experiments on The Sphere. pic.twitter.com/sASp5VZjcM
— Refik Anadol (@refikanadol) October 2, 2023
Since his 2016 Google AMI Residency, Anadol has reworked huge datasets of area, nature, and concrete areas into dynamic visualizations, revealing hidden points of actuality by generative AI algorithms, together with DCGAN, PGAN, and StyleGAN.
Google’s Artists + Machine Intelligence (AMI) program is an initiative centered on nurturing a neighborhood of inventive professionals and researchers working with machine studying.
6. An Augmented Actuality Expertise With Steady Diffusion
Along with the OOH promoting expertise in Las Vegas, Coca-Cola leveraged experiential product advertising by creating an augmented actuality (AR) expertise for Y3000 utilizing Steady Diffusion.
The expertise transports any setting you {photograph} into “the longer term” imagined by generative AI.
Screenshot from Coca-Cola, December 2023It’s out there for smartphone customers solely, providing a QR code for guests on a desktop browser.
Screenshot from Coca-Cola, December 2023The QR code was labeled as “seemingly” created by AI in accordance with an AI picture detector that makes an attempt to determine pictures created with DALL·E, Steady Diffusion, and different common AI picture turbines.
Screenshot from AI or Not, December 2023Conclusion
All through 2023, Coca-Cola’s strategic adoption of generative AI applied sciences from OpenAI and Steady Diffusion marked a major shift in its promoting and advertising approaches.
From interactive AI chatbots and user-generated content material contests to immersive augmented actuality experiences and modern OOH promoting, these initiatives showcased Coca-Cola’s dedication to mixing cutting-edge know-how with inventive advertising to have interaction audiences in novel and dynamic methods.
It additionally provides entrepreneurs and advertisers inspiration for future use circumstances of generative AI in model advertising.
Featured picture: Luciano Mortula – LGM/Shutterstock