Multi-Channel Campaign UX - Spotfiy Platform Design

Media & Entertainment | Experience Design | B2C | Multi-Channel Campaign

Coca-Cola Music Moments Campaign

Client

Coca Cola + Wunderman

Timeline
3 months

Role
UX Manager

Overview & Challenge

Coca-Cola planned a follow-up to its wildly successful 'Share a Coke' campaign with a Spotify integration aimed at tapping into the emotion linked with music. The campaign, created in conjunction with Universal Music and Spotify, aimed to help Australians relive special moments in their lives and reconnect with friends and family by encouraging them to share songs unlocked by QR codes or URLs printed on products.

Key Challenges

- Creating a seamless experience across multiple channels (mobile, web, Facebook, Spotify)
- Designing an emotional connection through music and memories
- Introducing Spotify to Coca-Cola fans, many of whom weren't familiar with the platform
- Ensuring a consistent experience as users moved between different platforms
- Balancing technological complexity with ease of use
- Creating a meaningful social sharing mechanism for musical memories

My Approach & Contribution

I worked with Wunderman for Coca-Cola's new campaign "Music Moments," which launched in summer 2013 in Australia. I was involved from the beginning, workshopping the channel strategy and customer journeys starting with picking up the Coke bottle with a year printed on it, then moving to Facebook or Shareacoke.com.au pages, and finally to the Spotify App.

Key Activities

1. Created concepts and detailed designs in collaboration with the production team

3. Developed simple interfaces that allowed users to post and tag their moments quickly and easily

5. Designed the first Australian Spotify App for Coke's Music Moments campaign

2. Designed approximately 100 screens to achieve a consistent experience across mobile, web, Facebook, and Spotify

4. Created seamless transitions between different channels and devices

6. Created communal playlists based on musical memories around themes such as weddings, seasons, and events

The campaign encouraged fans to create their own music moments inspired by the years on Coca-Cola bottles. For example, three friends might have listened to "Hand in my Pocket" by Alanis Morissette on the road to Byron Bay in summer 1995. One friend could create a music moment in Facebook by tagging the music, place, and friends, sharing it as a status update. Once all friends were tagged in Facebook, they could listen to the song via the Spotify app. The music moment would eventually be added to the archive in Spotify with emotion and event tags.

Results & Impact

01

Successfully integrated mobile and web experiences on Facebook and Spotify

03

Created a multi-channel experience that strengthened the connection between music and the Coca-Cola brand

05

Built the first Australian Spotify App, pioneering new territory for brand integrations

02

Introduced Spotify to Coca-Cola fans through an engaging, emotional campaign

04

Developed a platform for shared musical memories that enhanced social connections

06

Enabled users to create personalised content that had both emotional resonance and sharing value

Key Learnings

Emotions connect deeper than promotions ever could. By tapping into musical memories instead of just advertising messages, we created genuine engagement that people actually cared about and wanted to share.

People follow experiences, not platforms. Users don't think about switching between Facebook, Spotify, and mobile - they just want a smooth journey. We designed for this natural flow, keeping the emotional context intact across different touchpoints.

Build around existing behaviors instead of inventing new ones. People already share music and memories with friends. Our success came from enhancing what they naturally do rather than asking them to learn something completely new.

For the Spotify App, we created an innovative visual interface where users could explore themes such as weddings, winter, or spring. Each theme was represented by a circle whose size directly related to the number of music moments tagged with that theme. Users could explore the moments and songs within a theme and save these playlists.