Spiced house live stream
Solution
A 2-hour livestream to virtually bring viewers to and through the experience, hosted by Twitch streamer Chrissy Costanza in partnership with Coca-Cola's channel. Viewers had the opportunity to watch Chrissy interview influencers, try the flavor for the first time, and assist her in playing with the AI experience by contributing through the chat. To ensure a successful and interactive livestream, we created an extensive plan for how to spend the time, including a handful of backup plans, and activities. In addition to the team on the ground at The Spiced House, we were online interacting in the chat as Coca-Cola, creating even more 1:1 communication between the brand and our fans.
Results
4.24m+ total impressions (+294x vs. benchmark)
2.5k+ total engagements (+1.29x vs. benchmark)
the best turnout at a babehouse event yet with 45+ ig story tags of fans sharing their good times with us (+145% vs. previous activation)
Role
Community Management + Strategy
Year
2024
Background
Coca-Cola launched the newest permanent addition to their flavor portfolio, Coca-Cola Spiced. To celebrate, in partnership with Storm Reid, we created the Spiced House: An immersive experience in a Soho building to introduce fans to Spiced, with the outside of the building depicting Reid's unique expression of the new flavor.
Challenge
On March 29, 2024, we held an influencer event launch for the 3-day pop-up. Inside the event, attendees could try the flavor and interact with AI to depict what Spiced felt like to them. The Spiced House is for all our fans, but every Coca-Cola fan can't attend this event, so how do we combat FOMO?