The latest digital experience to be offered by the beloved beverage company Coca-Cola is one that utilizes the emerging tech of artificial intelligence (AI) in a way that is designed to benefit both the participant and the brand itself.
Create Real Magic is powered by both ChatGPT and Dall-E, making creative possibilities nearly limitless. While anyone, in supported countries, can participate -- Coca-Cola has marketed this event primarily toward artists, with an accompanying competition that would see the best works featured in its Time Square and Piccadilly Circus locations.
"Marketing innovation is really the engine that allows us to connect with our consumer base," shared Coca-Cola CFO John Murphy in a recent interview with Bloomberg, adding that "we're on a journey to digitizing a lot of our interactions and we love this technology as a way to allow us to engage in a very innovative and exciting way."
Other recent campaigns by the brand have included digital collectibles powered by NFT solutions company Tafi, as well as a variety of phygital offerings with prizes ranging from exclusive augmented reality filters to Coachella passes.
For #FriendshipDay we're celebrating YOU! Owners of our digital collectibles from last Friendship Day, Burger Day, and Pride will be gifted a new collectible NFT and one to share with a friend.?✨ These will give you future access to #CocaCola exclusives. https://t.co/SEBwUDjcN6 pic.twitter.com/IgbCpk4PsO
— Coca-Cola (@CocaCola) July 27, 2022
It's not hard to see the pros here for Coca-Cola, with the Create Real Magic platform and contest being free to participate in, the brand will get a massive influx of creative digital assets that it will ultimately have the right to use at will. Additionally, there is a high likelihood that participants will share their creations on various social media platforms, creating a storm of practically free advertising for the brand.
Taking things a step further from the community-generated submissions, the company announced that a group of 30 creators will be selected to travel to its global headquarters in Atlanta later in the summer for the “Real Magic Creative Academy,” a three day-workshop curated by Coke’s Global Design and Creative teams in partnership with OpenAI.
The collective of artists will co-create content that could be used for Coca-Cola licensed merch, digital collectibles, and more -- with participants said to also receive credit for their work.
"It’s an experiment to see where co-creation can take us," said Pratik Thakar, Coca-Cola's Global Head of Creative Strategy and Integrated Content. He added that "we’re moving at the speed of culture with an innovative program that’s very tangible for the creative community. ‘Create Real Magic’ gives digital artists the unique opportunity to play in a custom-created sandbox, powered by GPT-4 and DALL-E, and democratizes both our brand iconography and highest-profile advertising assets."
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