Coke Studio

Coca-Cola

The Brief

To reintroduce its global music platform Coke Studio to U.S. Gen Z audiences, Coca-Cola needed more than a launch moment—they needed sustained digital engagement. With 18 artists, 8 original songs, and a host of prizes on the line, the challenge was to build an experience that would keep fans coming back all summer long.

The Idea

Inspired by the interfaces Gen Z interacts with daily, our team created a modular, mobile-first digital hub designed for repeat visits. The platform centered around daily instant-win opportunities and layered in exclusive music content, sneak peeks of upcoming drops, behind-the-scenes footage, and a dynamic entry system that rewarded deeper engagement. Prizing was both aspirational and hyper-relevant—think YETI coolers, exclusive concert tickets, and even trips to music festivals—keeping fans emotionally and culturally invested.

My Role

As copy lead, my role extended from early strategic development through UX, launch, and live campaign support. Contributions included:

  • Shaping the voice and tone for the platform to resonate with Gen Z music fans

  • Writing the digital experience copy, including onboarding flows, prize logic, and promotional language

  • Collaborating closely with design and strategy to craft a modular experience that rewarded exploration

  • Supporting CRM development with dynamic, on-brand messaging across email and SMS

  • Developing teaser and release copy for exclusive content drops and artist reveals

The Execution

  • A gamified, mobile-first platform built to maximize daily visits and long-term engagement

  • Daily instant-win sweepstakes plus customizable entries for grand prizes

  • Exclusive music content released in waves and teased in advance to build hype

  • Robust CRM program spanning email and SMS to fuel reengagement and surprise moments

  • Creative scaled across global markets, with localized prize options and artist content

The Results

  • 1 million+ QR code scans

  • 215K+ registered accounts, a 20% increase from the previous year

  • 6 million unique visitors

  • Average 10x daily plays per user