Coke Studio
I remember the good old days when Campa-Cola was something I looked forward to – during lunch breaks – in school. And, the Lehar-Pepsi campaigns, especially the cassette of assorted English music, available in return for 25 bottle caps and some bucks.
The world has changed, and brands like Coke have come a long way. Now, brands are looking at social media (Facebook, Youtube, Twitter) as an authoritative platform to execute campaigns and engage audiences.
They – Coke and other brands – have learnt that by simply doing bigger and louder ads people will not drink more of their soft drinks. In short, yelling is left for heady politicians during parliamentary sessions.
Its time to entice and engage audiences with a brand culture – experience something beyond chilled bottles of aerated drinks. So, how does Coke go about this very task of standing for something more and promoting Pakistani culture in the recent turbulent times?
They use social media networks as medium to give the world CokeStudio, a musical platform, which bridges barriers, celebrates diversity, encourages unity and instills a sense of Pakistani pride.
In other words, CokeStudio embodies musical fusion of exciting elements and diverse influences, ranging from traditional eastern, modern western and regionally inspired music – bringing alive the magic of live recordings and performances.
Renowned as well as upcoming and less mainstream musicians from various genres collaborate musically to create the most engaging brand experience. The music is available on the website for download in video and audio format. You can also share them on Facebook, Twitter and Youtube.
Check out CokeStudio.