Coca-Cola, like many brands, regularly turns to the world of music as a way of getting closer to that key target audience of young consumers. Different brands have tried different tactics, but most strategies tend to rely on a branded live music experience or some sort of free mp3 download in return for a customer interaction.
Both strategies have proven successful for other brands, so Coke decided to combine both ideas and create the first physical live band download experience to promote its CokeFM music platform.
In a live concert a local Colombian band started playing a gig in a specially constructed stage that was suspended 50m off the ground. Messaging drove the audience to visit the CokeFM site on their mobile handsets where they could download tracks from the band. Every time someone downloaded a track, the band's stage was lowered closer to the ground.
Results
More than 50,000 downloads were initiated in the first hour of the stunt. Interaction on the CokeFM website increased 800%, representing a 337% increase in visitors.
The CokeFM Band Download experience is touring other destinations in Latin America during 2012.