Coke Essence Festival

Objective: Engage customers with the Coke brand in unique ways that expands the experience beyond the Essence event itself. Continue to nurture the relationship with the customer beyond the event to create a brand advocate for years to come. In addition to an overhaul of their My Coke Rewards microsite, Coca-Cola was looking for unique, interactive ideas to engage customers at their interactive booth.

Solution: We utilized the My Coke Rewards program, and overhauled the digital experience to create a custom microsite that paralleled the Essence Fest experience. This allowed attendees to interact with content related to Essence Fest before, during, and after the event. By engaging with the microsite and building up their My Coke Rewards points, they were able to unlock exclusive experiences.

At the event, an exciting, interactive video wall featured user-generated social media content set to an animated equalizer ribbon, and it was all featured at the center of Coca-Cola’s booth. Attendees were able to share their favorite moments from Essence Fest and be featured prominently on the video screen at the booth.

My Role: Microsite design & development, art direction for social media ads, video wall interactive UI design, CMS management