Coca-Cola, #BeApp Partner to Launch Virtual Concert Series

Need to Know

• Coca-Cola has partnered to become the official brand for the newly launched #BeApp music streaming platform. Together, the brands will host Coke Studio Sessions, 60 days of virtual performance featuring over 100 diverse musicians from around the globe. 
• #BeApp offers a number of interactive features including in-app sharing, gamification in the form of currency, points, and upgrades, “front-row” seats, and donation features. 
• The first wave of performances featured high-profile artists Diplo, Kaskade, DJ Khaled, Katy Perry, Miguel, Steve Aoki, and the cast of the musical Hamilton.

Analysis

With live concerts and music festivals shuttered for the foreseeable future virtual, streamed concerts have become the new norm as artists look for new ways to engage with fans. Artists have reported a staggering 2 million-plus live viewers on some streams—including over 12 million people tuning in to a Travis Scott performance on Fortnite—making digital performances a new playground for marketers and brands looking to stay relevant in today’s unpredictable market.

#BeApp and Coca-Cola are looking to seize the growing trend with their gamified social streaming platform and brand superpower and visibility. 

“#BeApp was designed for digital connection through a shared love of live music, and people need that connection now more than ever,” said Ray Smith, founder of #BeApp in a press release. “We’re thrilled to have Coca-Cola as our exclusive launch partner as we introduce #BeApp to fans around the world through unique new experiences.”

Coke Studio Sessions will feature performances from over 100 global artists over 60 days, broadcast via #BeApp. Hoping to stand out in the space dominated by services like YouTube, Instagram, Facebook, and Twitch, #BeApp has gamified the experience. Users unlock additional features the more they interact, including “front-row seats” and direct acknowledgment from the artist performing. 

Fans will also have the ability to donate to the International Red Cross and Red Crescent Movement to support COVID 19 relief efforts. As of present, The Coca-Cola Foundation has donated over $14 million to individual Red Cross and Red Crescent Societies around the world in response to Covid-19. The brand plans to match up to a collective total of $3 million in consumer donations made through this initiative. 

Coca-Cola’s partnership announcement comes after a recent conference call with investors where the brand revealed that as a result of the pandemic, consumers “are not responding to traditional marketing” and as such, they would be pulling back its massive advertising budget. Noting they will focus on being “close to our consumers in a relevant way”.