Coke Studio

How can you craft a promotion that revolves around music, ensuring continuous engagement throughout the entire summer? This was the ultimate challenge we faced when establishing the North American hub for Coke Studio. Overcoming the hurdle of engagement alone was already a formidable task, but enticing users to return on a daily basis was a whole other ballgame.

Our first priority was to highlight the incredible benefits of the program, providing users with a compelling reason to join. Next, we needed to design the content in a way that felt dynamic and would entice them to keep coming back for more. To achieve this, we leveraged design systems commonly found in popular streaming apps, resonating with an audience that already embraces such platforms. Finally, we aimed to create a sense of FOMO (Fear of Missing Out) and inclusivity, igniting a sense of urgency within users. This was achieved by utilizing simple yet impactful language like "Coming Soon," "Access," and "New," effectively fostering a feeling of excitement and anticipation.