.While the installation was about music, a common favorite amongst youth, what left them fascinated was the ‘never-before’ aspect of it. Intrigued by the unusual installation of instruments and the optical play of the reflection on the can, youngsters encountered a unique brand engagement. This led them to share videos showcasing the entire event on social network and created a viral effect that reached many more than ever intended.

The magic of fusion of music was the geneses of Coke Studio. The installation brought this magic alive and placed the brand right in the center of the entire experience, literally.

As expected, the entire experience left the target audience craving for more. The desire to listen to Coke Studio music drove the viewership of the MTV show higher, and the Coke Studio micro-site and Youtube channel experienced a spike in traffic. The entire ‘Reflection of Music’ campaign added 1 million fans, generated 6 million downloads and 4 million Youtube hits.