Throughout 2023, Coca-Cola has adopted OpenAI’s generative AI technology and Stable Diffusion in its advertising, launching several experimental marketing campaigns.
These campaigns demonstrate the transformative impact of AI on marketing, combining technology with creativity to reach audiences in new and engaging ways.
Read on to explore the six advertising and marketing campaigns Coca-Cola created in 2023 using generative AI technology.
1. An AI Chatbot for Instagram with Local Search Results
Coca-Cola’s AI chatbot, promoted via an Instagram news ad, connects people with local restaurants in their city for the “perfect meal” via direct messaging.
Once you find the right restaurant, you can go directly to OpenTable for more information or to make a reservation.
Local search results served by Coca-Cola’s AI chatbot in Instagram direct messages are likely powered by Bing, given that:
Coca-Cola uses OpenAI technology for some of its generative AI experiences. Microsoft introduced OpenTable in Bing’s AI chat to connect users with nearby restaurants. Microsoft worked with Meta to bring Bing search to Meta AI chatbots.
Instagram screenshot, December 2023
2. An AI image generator with GPT-4 and DALL·E
In February, Bain & Company announced an alliance with OpenAI to offer companies like Coca-Cola advanced ways to use GPT-4 and DALL·E.
Using this unique AI technology, Coca-Cola created the Real Magic platform, which allows users to generate original artwork using resources from the Coca-Cola archives.
For the holidays, visitors can create AI-generated Christmas cards for family and friends.
Google/Coca-Cola screenshot, December 2023
Coca-Cola promoted its holiday AI card generator using Google Ads in search. You can see an example of the ad in a mobile search above and an example of the ad in a search in a desktop browser below.
The 20 nearby locations are convenience stores and other businesses that would normally sell Coca-Cola products.
Google screenshot, December 2023
Coca-Cola also created an ad campaign on Facebook and Instagram to introduce the Real Magic holiday app to social media audiences.
Facebook Ad Library screenshot, December 2023
It is worth mentioning that Coca-Cola offers a separate Terms of Service for AI and specifies that users must be 18 years of age or older to use the AI Card Generator. OpenAI only requires users to be 13 years old on their COUGH.
3. A User Generated Content Contest
Earlier this year, after announcing its partnership with OpenAI, Coca-Cola invited creators to participate in the Create Real Magic competition to generate original artwork using Coca-Cola brand assets, GPT-4 and DALL E.
Artists from selected countries could submit their creations for a chance to be featured on Coca-Cola’s digital billboards in New York’s Times Square and London’s Piccadilly Circus.
The campaign demonstrated how a brand can inspire fans with minimal graphic design to create user-generated content (UGC). It also allowed Coca-Cola to refine the AI experience before the launch of the holiday card generator.
Coca-Cola screenshot, December 2023
Coca-Cola brands like Topo Chico are sharing AI-generated images on social media, noting that AI has dramatically increased the volume of fan-made artwork.
Instagram screenshot, December 2023
4. Video marketing with reimagined art
Coca-Cola continued to promote Real Magic a Masterpiecea video with art reimagined over the years.
AI-generated art with Coca-Cola branded assets is also available as collectible digital assets.
ᴏɴᴄʜᴀɪɴ 🟡 ꜱᴜᴍᴍᴇʀ@Coca Cola takes its Global Masterpiece campaign in chain with iconic works by prominent artists.
Get started now: pic.twitter.com/9wxFgt8qOh
— Coinbase 🛡️📞 (@coinbase) August 13, 2023
5. An out-of-home advertising experience
Coca-Cola Creations concluded another year of limited edition releases with a week-long OOH advertising experience called “Destination Y3000” in Las Vegas.
The Sphere takeover showcased Coca-Cola’s new Y3000 flavor, the first co-created by humans and AI. Selman Careaga of Coca-Cola shared the vision of the process in one interview.
“The intent was to use AI and HI to understand how people think about the future: emotions, color, flavors, taste. We used those ideas and then worked with our R&D team and found a formula for Y3000.”
The experience featured dynamic projections, showing futuristic cityscapes and a world imagined by generative AI in The Sphere’s Exosphere.
If you’re curious how much an OOH experience costs at The Sphere, rates were allegedly leaked earlier this year:
The $2.3 billion MSG arena advertising fees have been leaked.
• $450,000 per day
• $650,000 per week
These prices include working with MSG’s 300+ designers on creative and estimate 4.7 million daily impressions (300,000 in person and 4.4 million on social media).
crazy pic.twitter.com/mNRyyS4OYK
— Joe Pompliano (@JoePompliano) October 2, 2023
Google supports the use of machine learning for creative content
The Sphere recently featured the work of internationally acclaimed media artist Refik Anadol, who harnessed the power of AI to create “Machine Hallucinations: The Sphere.”
Dear friends, I am deeply honored to be part of the opening of The Sphere as the first artist in residence with the legends U2 and Darren Aronofsky! I can’t wait to share more of many experiments in The Sphere. pic.twitter.com/sASp5VZjcM
— Refik Anadol (@refikanadol) October 2, 2023
Since his 2016 Google AMI residency, Anadol has transformed vast datasets of space, nature and urban areas into dynamic visualizations, revealing hidden aspects of reality through generative AI algorithms, such as DCGAN, PGAN and StyleGAN.
Artists + Machine Intelligence (AMI) by Google program is an initiative focused on fostering a community of creative professionals and researchers working with machine learning.
6. An augmented reality experience with stable streaming
In addition to the OOH advertising experience in Las Vegas, Coca-Cola leveraged experiential product marketing by creating an Augmented Reality (AR) experience for Y3000 through Stable Diffusion.
The experience transports any environment you photograph into the “future” imagined by generative AI.
Coca-Cola screenshot, December 2023
It is only available for smartphone users and provides a QR code for visitors on a desktop browser.
Coca-Cola screenshot, December 2023
The QR code was labeled as “probably” created by AI based on an AI image detector which attempts to identify images created with DALL·E, Stable Diffusion, and other popular AI image generators.
Screenshot from AI or Not, December 2023
conclusion
Throughout 2023, Coca-Cola’s strategic adoption of generative AI technologies from OpenAI and Stable Diffusion marked a significant shift in its advertising and marketing approaches.
From interactive AI chatbots and user-generated content contests to immersive augmented reality experiences and innovative OOH advertising, these initiatives showcased Coca-Cola’s commitment to combining cutting-edge technology with creative marketing to engage audiences across new and dynamic ways.
It also provides marketers and advertisers with inspiration for future use cases of generative AI in brand marketing.
Featured Image: Luciano Mortula – LGM/Shutterstock
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