Miritec Case Study: Coke Studio

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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

Transcript of Miritec Case Study: Coke Studio

Page 1: Miritec Case Study: Coke Studio

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).

CUSTOMERCoca-Cola (CEWA)

INDUSTRYBeverage

CHALLENGEIncrease of brand awareness amongst the Coke Studio TV show audience.

BUSINESS BENEFITSThe promo is ongoing, but more than 60% of its

audience is comprised of participants from

Nigeria.

TECHNOLOGIES AND METHODOLOGIESProgramming language – PHP

Methodology – Waterfall model

CONTACT US

www.miritec.com

[email protected]

4, Ivan Lepse Boulevard, Kiev, 03680, Ukraine

+380 44 359-05-90

Page 2: Miritec Case Study: Coke Studio

Miritec was a technical partner during the Coke Studio promotion in 5 African countries.

PROMOTION OF COKE STUDIO TV SHOW IN AFRICA

BUSINESS BENEFITS

The promotion is still active. However, it has achieved an

incredible popularity in Nigeria, whereas users eagerly

vote and share TV show updates in social networks. They

make 60% of the Coke Studio viewing audience.

FUTURE STEPS

integrate with more social media networks (Disqus,

Pinterest, Vimeo);

increase the high load by 30%;

adjust the website to future promotions;

optimize for more countries in the region.

CUSTOMERCoca-Cola (CEWA)

INDUSTRYBeverage

CHALLENGEIncrease of brand awareness amongst the Coke Studio TV show audience.

BUSINESS BENEFITSThe promo is ongoing, but more than 60% of its

audience is comprised of participants from

Nigeria.

TECHNOLOGIES AND METHODOLOGIESProgramming language – PHP

Methodology – Waterfall model

CONTACT US

www.miritec.com

[email protected]

4, Ivan Lepse Boulevard, Kiev, 03680, Ukraine

+380 44 359-05-90

TESTIMONIALS

“Every project requires unique approach to its development. And this time it was necessary to arrange both technically

competent team and hand-in-hand collaboration.

There were tight deadlines, and that is why it was necessary to establish up to date coordination and proper distribution of

tasks.

The eventual result truly depended on these. By the end of the project, I found that our specialists are 100% ready to meet

the toughest project terms.”

Evgeniy Solovyev, CTO, Miritec