Coke transforms QR codes into art to drive OOH engagement

Dive Brief:

Coca-Cola debuted illustrative QR codes as part of it Coke Studio global music platform, per details shared with Marketing Dive. Coke says it is one of the first brands globally to leverage the unique QR codes in a marketing campaign.
The codes were crafted by creative technologist and artist Troy Ni with Stable Diffusion and ControlNet technology that uses artificial intelligence (AI) to allow for a more artistic QR code than previously available.
Created in partnership with WPP Open X, the codes debuted on out-of-home displays within movie theaters, stadiums and theme parks across the U.S. in August and are tied to Coke Studio's latest song and video.

Dive Insight:

Coca-Cola's latest campaign around its Coke Studio music platform looks to boost out-of-home engagement with QR codes that are intended to be more aesthetically attractive and interactive than the traditional black-and-white grids. Creative technologist and artist Troy Ni in June began sharing illustrative QR codes on Reddit, inspiring other artists and creators to experiment with unique QR codes. Ni utilized Stable Diffusion and ControlNet technology that uses AI to, demonstrating another way that the buzzy tech is affecting art and advertising.

Each of the five illustrative QR codes in the campaign ties to a different moment in video for "Be Who You Are (Real Magic)," the song recorded as part of the latest season of Coke Studio by Jon Batiste and featuring artists NewJeans, J.I.D, Camilo and Cat Burns. Consumers who scan the QR codes at movie theaters, stadiums and theme parks can view the video created for the campaign.

Coke Studio QR codes — Five illustrative QR codes created for the latest campaign around Coke Studio

Courtesy of Coca-Cola

Coca-Cola in its first-quarter earnings called out Coke Studio as a highlight of its work with global marketing network partner WPP. The latest season of the music program at the time had drawn over 1 billion streams and is now an always-on program in 30 markets after being initially launched in Pakistan in 2008 before a global expansion in May 2022.

The QR code campaign is the marketer's latest expansion of the Coke Studio program. Coca-Cola in July launched an immersive effort powered by generative AI that gives music festival-goers in the U.S. the chance to craft original music experiences.