Project: Coke studio Digital Assets
Industry: Consumer Goods

Objectives

Develop a user-friendly website and mobile app for Coke Studio. Provide users with seamless access to songs and auxiliary content. Create an immersive and engaging user experience. Ensure scalability of the app for future integrations. Integrate AR functionalities to enhance user interaction.

Solution

Coke Studio partnered with a digital development team to create a robust digital ecosystem that included a feature-rich website and a scalable mobile app.

Website Development

• Content Access:
  The website was designed to provide easy access to all Coke Studio songs, videos, and behind-the-scenes content. Users could browse by season, artist, or song.
  
• Interactive Features:
  The website included interactive features such as song lyrics, artist bios, and user comments to enhance engagement.
  
• Responsive Design:
  Ensured the website was fully responsive, providing a seamless experience across desktops, tablets, and smartphones.
  

Mobile App Development

• User-Friendly Interface:
  The app featured a clean and intuitive interface, allowing users to quickly access their favorite Coke Studio content.
  
• Offline Access:
  Users could download songs and videos for offline access, ensuring uninterrupted entertainment on the go.
  
• Personalized Experience:
  The app included personalized playlists, recommendations based on user preferences, and the ability to follow favorite artists.
  

Auxiliary Content and Features

• Exclusive Content:
  The platform offered exclusive behind-the-scenes videos, interviews, and making-of documentaries.
  
• Community Features:
  Users could engage with other fans through comments, share their favorite songs on social media, and participate in fan contests.
  

Scalability and AR Integration

• Scalable Architecture:
  The app was built on a scalable architecture to handle increasing user demand and integrate new features seamlessly.
  
• AR Functionality:
  Integrated AR functionality into the app to create immersive experiences. One notable implementation was during a recruitment campaign where users could scan a Coke can, which would trigger a video to play on the app, allowing users to listen to a song and engage with the brand in a novel way.
  

Recruitment Campaign with AR Integration

Coke Studio utilized the AR functionality in a creative recruitment campaign. The campaign involved the following steps:

• AR-Enabled Coke Cans:
  Specially designed Coke cans with unique QR codes were distributed.
  
• Scan and Experience:
  Users could scan the QR code on the can using the Coke Studio mobile app, which would then trigger a music video to play on their device.
  
• Interactive Features:
  The AR experience included interactive elements, such as clickable links to more content, social sharing options, and the ability to apply for job positions directly through the app.
  

Results

• Enhanced User Engagement:
  The website and mobile app significantly increased user engagement with Coke Studio content, resulting in higher user retention and satisfaction.
  
• Successful Recruitment Campaign:
  The AR-integrated recruitment campaign was highly successful, attracting a large number of participants and generating positive buzz around the brand.
  
• Scalable Platform:
  The scalable architecture of the app allowed for seamless integration of new features and ensured a smooth user experience even with increased traffic.
  
• Innovative Brand Interaction:
  The AR functionality provided an innovative way for users to interact with the brand, setting Coke Studio apart from competitors and enhancing its digital presence.
  

By developing a comprehensive digital ecosystem, including a feature-rich website and a scalable mobile app with AR functionalities, Coke Studio successfully enhanced its user experience and engagement. The innovative use of AR in a recruitment campaign showcased the brand's commitment to leveraging cutting-edge technology to create memorable and interactive experiences for its audience.