Coke Studio Secret Sessions

Coke Studio Secret Sessions (CSSS) combines digital campaigns, competitions, and ambassador collaborations, culminating in exclusive concerts at secret locations to create magical music experiences.

The key objective of Coke Studio Secret Sessions was to position Coca-Cola as the leading brand associated with music experiences among 18-25-year-olds, with a secondary target group of 25-30-year-olds. The campaign aimed to elevate brand perception by providing memorable music experiences, driving digital engagement, and boosting app downloads. Participants were encouraged to share their experiences on social media to expand reach and visibility.

By integrating competitions and exclusive content in the Coca-Cola app, we increased interaction and downloads, making Coca-Cola synonymous with authentic music experiences. Participants viewed Coca-Cola not just as a beverage, but as an enabler of unique concerts and emerging music talent. After the event, we wanted participants to associate Coca-Cola with real music and exclusive experiences they couldn’t access through other brands, making Coca-Cola the preferred choice for music engagement and a key player in the cultural music scene.

CSSS centered around exclusive, intimate concerts at secret locations, blending digital and physical experiences to generate excitement and exclusivity. The creative idea paired Coca-Cola ambassadors with emerging artists, resulting in unique content and memorable concerts.

To achieve the objectives, we utilized platforms like YouTube, Instagram, Snapchat, and the Coca-Cola app. The app served as a central hub for competitions and exclusive content, while YouTube episodes showcased “home visit” sessions between artists and ambassadors. The campaign included content tailored to each channel, such as behind-the-scenes footage, SoMe films, and engaging storytelling. By integrating app-exclusive ticket competitions and leveraging the power of influencer collaborations, we elevated CSSS to a unique and cohesive experience that not only supported Coca-Cola’s music strategy, but also gave fans the chance to connect closely with their favorite artists in a setting they never imagined possible