Coca-Cola is driving online and social traffic to their newly expanded Coke Studio music platform with JCDecaux’s high reaching digital out-of-home networks in Chicago and Boston.
Launched in Pakistan in 2008, Coke Studio is expanding its influence on a global stage as part of the Coke Summer Music Program. This digital-first music platform provides a space for established and emerging talent to partner, create, and deliver exclusive content to new audiences.
With our digital street furniture in downtown Boston and large-format billboards around Chicago including units within half a mile of music venues, Coca-Cola can target Gen Z consumers where they are most likely to engage in real-time and recall the message later.
The inclusion of Coke Studio’s website address along with website and social media QR codes act as effective calls to action that cannot be easily ignored due to OOH’s unskippable, real-life presence.
The added intrigue of free prizes including concert tickets, artist meet-and-greets, autographed albums, and free Coca-Cola products elevates this campaign by further incentivizing engagement.
As part of a survey from OAAA and The Harris Poll, consumers were asked about OOH ads which they are likely to stop and engage with; 51% said ads featuring a favorite artist, and 58% said ads which offer exclusive access (e.g. via QR codes) to a new product from a favorite brand.
Additional research shows that of the 77% of consumers in large cities that have recently engaged with an OOH ad, 43% visited the advertiser’s website. Meanwhile, 91% of Gen Z said they would re-share on OOH ad on social media.
Given these consumer preferences, behaviors, and OOH’s high ROI as compared to traditional media formats, it is no surprise that Coca-Cola chose to incorporate JCDecaux’s digital networks into their Coke Studio marketing strategy.