Objective

The idea behind the Cappy activation was to transform Coca-Cola’s new juice into an unforgettable, personalized experience that went beyond the product itself. The goal was to leverage generative AI to create unique, whimsical journeys based on each user’s personal responses, making every sip of Cappy part of an adventure. By combining fun, interactive elements with cutting-edge AI technology, we sought to foster a deeper connection with the brand and drive massive engagement across social media.

The key goals were to:

1. Increase brand engagement by using personalized, AI-generated videos tailored to each individual’s preferences.
2. Encourage user-generated content by allowing fans to share their one-of-a-kind video journeys on social platforms, amplifying brand reach.
3. Showcase Coca-Cola’s adventurous and innovative spirit, positioning Cappy as a refreshing product that sparks imagination.

Through this approach, we not only created a wave of excitement for Cappy but also demonstrated the power of AI-driven marketing to connect with consumers in a meaningful way, paving the way for dynamic, scalable marketing in the future.

Strategy

To bring the Cappy activation to life, we focused on creating a personalized, interactive experience that blended fun, AI, and social sharing. Our approach centered around using generative AI to transform each sip of Cappy into a unique adventure, allowing users to become the hero of their own whimsical story.

Plan of Action:

1. Interactive Quiz: The activation started with a playful quiz, where users answered lighthearted questions like, "What’s the first thing you think of when you wake up?" These answers would personalize their journey, creating a deeper connection with the brand.

2. Generative AI-Powered Videos: Based on quiz responses, our AI model generated personalized videos filled with surreal, creative visuals (think "Juggling Platypuses" or "Flying Breakfast Croissants"). These quirky videos captured the adventurous spirit of Cappy.

3. Instant Video Creation: The AI system produced thousands of unique videos, each less than a minute long. This fast turnaround allowed fans to instantly enjoy and share their personalized adventures on social media.

4. Social Media Amplification: We encouraged users to share their videos, which sparked viral content and helped amplify Cappy’s brand presence.

Execution:

Executing the project required seamless AI integration and a user-friendly interface. Our team worked with AI engineers to optimize the video generation process, ensuring scalability and maintaining high-quality outputs. The web interface was designed to make participation easy and sharing effortless.

Challenges and Solutions:

1. AI Scalability: Ensuring the AI system could generate thousands of videos at once was a challenge. We collaborated with engineers to optimize performance and quality.
2. User Engagement: To keep users engaged, we made the quiz fun and easy, encouraging them to complete it and receive their personalized video.
3. Social Sharing: To amplify reach, we embedded clear sharing prompts, motivating users to showcase their personalized videos across social platforms.

Unique Impact:

What made this project stand out was the combination of personalization, creativity, and technology. By allowing users to create their own adventure, we not only engaged them with Cappy in a new way but also sparked viral sharing. The activation showed that personalized marketing could be dynamic, scalable, and fun, making Cappy more than just a drink—it became an unforgettable experience.

Results

By creating personalized, AI-powered video experiences, we achieved a deep level of consumer interaction that went beyond traditional advertising.

Key Results:

• Massive Engagement: Thousands of unique AI-generated videos were created, each reflecting the individual user’s responses. This high volume of personalized content ensured that every participant felt like the hero of their own story, creating a memorable connection with the brand.
• User-Generated Content: Fans shared their personalized videos across social media, resulting in a wave of original content that showcased Cappy’s creative and adventurous identity. This increased the brand’s organic reach and visibility.
• Brand Amplification: As users shared their videos, the activation generated buzz, expanding Cappy’s presence and reinforcing its message of fun, imagination, and adventure.

These results met our objectives by not only achieving high levels of engagement but also by fostering authentic, scalable brand advocacy through social sharing. The success of this campaign showed that personalized marketing can be dynamic and impactful, allowing consumers to feel a genuine connection with the product. Ultimately, this activation wasn’t just a marketing campaign—it was an experience that left a lasting impression on Cappy’s fans, solidifying the brand’s innovative approach to AI-driven marketing.

Media