Coca-Cola uses AI to envision the year 3000 on Las Vegas Sphere

Dive Brief:

Coca-Cola will takeover the Sphere in Las Vegas as part of a week-long "Destination Y3000" experience, per details shared with Marketing Dive.
Through Nov. 13, the brand will transform the Sphere’s Exosphere into a futuristic cityscape with architecture inspired by the Y3000 AI Cam, an AI-powered tool that consumers can use to transform photos of their surroundings into futuristic visuals.
As part of the effort, intended to support of the launch of Coke's AI-co-created Y3000 Zero Sugar beverage, the brand is hosting an event on Nov. 9 in Las Vegas that includes a performance by Marshmello and a holographic appearance by the Jonas Brothers.

Dive Insight:

Coca-Cola is sticking with AI as it promotes Y3000, a beverage launched in September that it says is the first flavor co-created with human and artificial intelligence. Coke Y3000 is the eighth iteration of a Coke Creations platform that has sought to interest younger consumers with drinks inspired by moods and experiences.

“For almost two years, Coca-Cola Creations has consistently embraced a digital-first approach, using the power of technology and innovation to connect with our fans across the world. When we launched Coca-Cola Y3000 Zero Sugar, we made it possible to explore the future through the lens of AI technology, and now we are bringing futuristic experiences to life in the physical world for fans to enjoy,” said Oana Vlad, senior director for global strategy at the Coca‑Cola Company, in a statement.

Coke Y3000 is intended to not only taste like a Coca-Cola from the future, but also serve as a platform for the brand to unveil future-facing experiences, like the residency at the Sphere in Las Vegas. The music and entertainment venue — which has featured concerts by U2 and a screening of a film by Darren Aronofsky — has been a pop culture phenomenon this year for its attention-grabbing size and scope, despite financial troubles and the resignation of its CFO.

Coke's takeover of the Sphere will feature a "tapestry of nature and innovation" that celebrates the power of technology. To double-down on AI, Coke is using the Y3000 AI Cam to incorporate user-generated photos. Plus, it will feature images of a future-inspired capsule collection made in collaboration with fashion brand Ambush. The campaign was developed by Virtue and WPP Open X/Ogilvy.

Beyond the imagery of the Coke-themed Sphere that is likely to spread on social media, the brand is hosting an experiential activation that features a holographic appearance from pop act the Jonas Brothers and a brief performance from Marshmello, who teamed with the brand for a Coke Creations beverage last year. In addition, attendees can taste test Y3000, use the Y3000 AI Cam and try on clothes from the capsule collection through interactive mirrors.

As generative AI has remained top-of-mind in the worlds of technology, marketing and beyond, Coca-Cola has been one of the first brands to utilize it in its products and marketing. Coke in March launched “Create Real Magic,” a platform that combines OpenAI’s GPT-4 and DALL-E technologies, to encourage consumers to create branded AI art. It has since used generative AI to create music and QR codes, and has said it will extend "Create Real Magic" as part of its recently launched holiday campaign.