Momentum Worldwide Elevates the New Coke Spiced Event with AI
References: momentumdesignlab & bizbash
To launch its new 'Coke Spiced' flavor, Coca-Cola teamed up with actress Storm Reid to create an AI-powered, multi-sensory experience. Inspired by Reid's take on the drink—a fusion of raspberry and warm spices—the event saw Momentum Worldwide transform a SoHo building into an immersive art exhibit.
Dubbed the 'Spiced Shop,' the event, open to the public on March 1-2, let visitors sample the new beverage and use AI prompts to visualize their tasting experience. Massive LED walls displayed dynamic AI-generated animations, adding to the excitement.
“Instead of explaining the flavor to guests and having them try it after, we had them try the beverage first and then tell us what it tasted like,” explained James Robinson, chief creative officer, North America, at Momentum Worldwide. “It’s a complete 180 on how we normally trial a Coca-Cola beverage, and impossible to accomplish without the help of an AI experience like this one.”
Image Credit: Momentum Worldwide
Dubbed the 'Spiced Shop,' the event, open to the public on March 1-2, let visitors sample the new beverage and use AI prompts to visualize their tasting experience. Massive LED walls displayed dynamic AI-generated animations, adding to the excitement.
“Instead of explaining the flavor to guests and having them try it after, we had them try the beverage first and then tell us what it tasted like,” explained James Robinson, chief creative officer, North America, at Momentum Worldwide. “It’s a complete 180 on how we normally trial a Coca-Cola beverage, and impossible to accomplish without the help of an AI experience like this one.”
Image Credit: Momentum Worldwide
Trend Themes
1. AI-driven Experiential Marketing - AI technology is revolutionizing experiential marketing by offering personalized, immersive experiences that engage consumers on a sensory level.
2. Multi-sensory Brand Engagement - Brands are leveraging multi-sensory engagement strategies to create memorable interactions, utilizing AI to merge taste with visual stimuli in dynamic new ways.
3. Interactive Consumer Feedback Loops - AI enables real-time consumer feedback loops, allowing brands to capture authentic reactions and adjust experiences based on immediate audience input.
Industry Implications
1. Beverage Industry - Innovative beverage launches are increasingly incorporating AI to design unique gustatory experiences and to redefine traditional sample tastings.
2. Event Planning - The event planning industry is integrating AI tools to transform standard events into interactive, personalized spectacles that captivate and engage attendees.
3. Marketing and Advertising - Marketing and advertising sectors are adopting sophisticated AI capabilities to create bespoke campaigns that blend art, technology, and consumer interaction in unprecedented formats.
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