Miritec was a technical partner during the Coke Studio promotion in 5 African countries. PROMOTION OF COKE STUDIO TV SHOW IN AFRICA COKE STUDIO In 2007 Coke Studio made a debut in Brazil, whereas it was shaped in a series of concerts of local artists. A year after its format was adjusted to meet viewers in Pakistan, and it is there the applied changes led to an incredible success of Coke Studio. It was turned into a live broadcast of joint performances, staged by local signers in different musical forms. They were arranged in a closed studio. This Coke Studio idea is nowadays adopted by other hosting countries. At present, Coke Studio is an international franchise that gained popularity in India and Middle East states. In Africa, the show was established in 2012. CHALLENGE Coke Studio promo in Africa is one of the key tools in TV show’s advancement among the viewing audience. One of its ideas is to give viewers an opportunity to get familiar with the show, its participants and updates. The latter are provided the moment each new episode goes live. To enhance its viral effect, the promo was focused on establishment of communication between the audience and famous participants. In particular, regular voting polls were designed as a means to grow users’ engagement in the show. Hosting countries: Kenya, Tanzania, Mozambique, Nigeria, Uganda. TASK There was a need of a promotion website that would have conducted content distribution based on geography. Promo was to capture audience from 5 countries, and the content thus should have been optimized for its viewers. Simultaneously, it was to be a high load one to meet the scales of a multinational promotional campaign. Information sharing and communication with singers were conceived as primary functions of the promotion website. For this reason, the other crucial requirement was a user-friendly interface. It had to enable features of anytime access to videos, featuring Coke Studio and its participants, tools to ask questions and subscribe to their newsfeeds in social media. SOLUTIONS The project team completed: development of the promo website and its incorporation via Amazon Web Services; its integration with social networks (Facebook, Instagram, Twitter, Youtube); maintenance and optimization of the content for 5 hosting countries; development of tools to directly communicate with participants (putting questions, social newsfeed subscription); enabling video streaming via user interface; launch of TV show’s blog, schedule, videos and artists pages; voting tools and its reposting in social media (Facebook, Twitter). CUSTOMER Coca-Cola (CEWA) INDUSTRY Beverage CHALLENGE Increase of brand awareness amongst the Coke Studio TV show audience. BUSINESS BENEFITS The promo is ongoing, but more than 60% of its audience is comprised of participants from Nigeria. TECHNOLOGIES AND METHODOLOGIES Programming language – PHP Methodology – Waterfall model CONTACT US www.miritec.com [email protected] 4, Ivan Lepse Boulevard, Kiev, 03680, Ukraine +380 44 359-05-90