Instead of collaborating with a popular star, Coca-Cola gave a chance to aspiring local artists. The brand recorded a 14-track album, shot music videos and documentaries for each artist, placed them on billboards around the country, and added a unique QR code on the bottle with a link to the new tracks.
As a result, everyone benefited: branded content and music went viral, and artists got a boost in their music careers.

свернуть