Sprite is bringing back its Limelight music platform for the third year and will be using the AI-powered Soundlabs music remix tools. The tools are available through the Coca-Cola app, which lets users create their own tracks using the materials provided by Coca-Cola.
The music platform was created to engage Gen Z and connect with the brand. It includes a variety of music artists from different places and introduces new tracks about overcoming the heat. These tracks share a standard hook, which will also be available for users to remix.
Additionally, the initiative includes a tie-in with Spotify and is part of Sprite's global marketing platform, Heat Happens. It will be promoted through paid and earned media, influencer partnerships, limited-edition scannable packaging, out-of-home placement, and local market events at festivals.
AI-Powered Music Remixing Apps
Sprite is Reprising its Limelight Music Platform for Consumers
Trend Themes
1. AI-powered Music Creation - AI tools enabling user-generated music remixes present a shift in music production democratization.
2. Gen Z Engagement Through Music - Brands leverage music platforms to connect with Gen Z, tapping into cultural touchpoints.
3. Integrated Marketing Platforms - Tie-ins with services like Spotify broaden reach and create multifaceted marketing campaigns.
Industry Implications
1. Music Technology - AI advancements in music remixing spark innovation in music creation and distribution.
2. Marketing and Advertising - Integrated campaigns using AI and influencer partnerships provide new engagement strategies.
3. Consumer Packaged Goods - Brands intertwine products with digital experiences to elevate consumer interaction.