Activating at Brighton Pride in August 2023, Coke challenged us to give its target audience an “Only Coke Can Do” experience, focusing on the passion point of music. Designed to generate word-of-mouth and trigger festivalgoers to share their unique Coke moments and memories with friends, in person and online.
The target was to reach as many consumers as possible, providing a platform for Coke to stand out at such a prestigious event crowded with brand activities and performances.
Our challenge was to:
1. Offer an “only Coke can do” experience to improve brand sentiment and engage as many Pride attendees as possible.
2. Create the perfect platform to make the highest social impact online, reaching 500,000 people.
3. Push streaming reach for the featured Breakthrough artists.
4. Surpass last year’s sampling target of 20,800 serves.
5. Educate attendees on the brand’s sustainability efforts.
We needed to create an experience that aligned with their brand beliefs and values to engage the Pride audience. 78% of queer people want to support companies that support them, so we needed a platform that championed community members while tying Coca-Cola and music together.
With 45% of people under 34 saying they’re more likely to do repeat business with an LGBTQIA+-friendly company, highlighting the Coke Breakthrough Artists initiative was vital. We devised a platform to allow these LGBT artists to access the mass crowds at Pride on a level they probably couldn’t alone, live streaming performances to reach an even larger audience online.
To appeal to the Pride audience and stand out above other brands, we needed an eye-catching, disruptive experience that offered unique opportunities to push dwell time and encourage word-of-mouth and social sharing.
Our Coca-Cola Pride float dazzled 500,000 attendees with its rainbow waves, disco floor and drag queens, championing "Love Is Love" through Brighton's streets to Preston Park's "We are Fabuloso" event.
At the Coke Studio Stage, N2O created an immersive music experience with photo opportunities and interactive zones. The space featured a VIP backstage area, DJ sets, and a VVIP lounge where guests met Breakthrough Artists - emerging LGBTQIA+ performers chosen through Coke and Gay Times' nationwide competition.
Visitors enjoyed photo ops, digital mixing games for limited-edition merch, Coca-Cola Zero Sugar samples, and eco-friendly can crushing stations. Influencers amplified reach by creating content with our drag queens under #turnupyoursummer.
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