A Coke With AI, Please
Just like everyone else, Coca-Cola is embracing AI with its Create Real Magic campaign. The soda giant is inviting fans to create original Coca-Cola-themed art generated using Open AI’s image generator DALL-E and ChatGPT4.
Through March 31, fans can upload their creations for a chance to be featured on billboards across New York City and London. Additionally, 30 creators will be selected for the Real Magic Creative Academy at Coke’s headquarters in Atlanta, where they will co-create content with prominent AI artists from around the world.
In addition to creating AI-assisted, user-generated content that can be repurposed in multiple formats, the campaign also requires participants to sign up with their email, mobile phone number, and zip code. These requirements allow the company to collect valuable first-party data.
Create Real Magic is likely to be just the first of many AI-centered campaigns for Coca-Cola. The company struck a deal last month with management consultant Bain & Company to explore ways to enhance marketing efforts with the use of Open AI. As the tech continues to impact nearly every industry, its marketing implications and opportunities are just beginning to become apparent.
The Create Real Magic campaign is a strong example of how to use AI collaboratively with real people and get creative user-generated content in the process.
Consider how your brand can leverage AI as a creative tool to enhance and streamline marketing.
TL;DR: Coca-Cola launches a contest for users to create branded artwork with assistance from AI. The campaign highlights AI’s potential to boost user engagement.
