The 2015 American Music Awards program refocused Coca-Cola’s partnership with the AMAs back on music – specifically the First Taste of New Music – celebrating new artists, new songs and new types of music. To initiate the 2015 AMAs campaign, the Coke Music Twitter handle announced the #FirstTaste Sweepstakes on October 9, which provided consumers a chance to win a trip to the 2015 AMAs by retweeting the post and sharing their favorite new song or artist. To further increase Coca-Cola’s connection with music, Coke hosted the official AMAs Pre-Party with live performances by Francesco Yates, Gabi Wilson and DJ Cassidy. The weekend concluded on Sunday, Nov. 22 with the “Coca-Cola Red Carpet LIVE! at the 2015 AMAs” – a three hour live-streamed pre-show the featured four musical performances, celebrity hosts, Coca-Cola fans, and of course, the Coca-Cola Red Carpet.
From October 9 – 31, the @CokeMusic Twitter handle encouraged followers to retweet a specific sweepstakes post and share his or her favorite new music for a chance to win a trip to the 2015 AMAs. Through the Coke Music handle, CSE engaged in real-time with sweepstakes participants. Four grand prize packages were available, which included round-trip airfare for two, hotel accommodations for three nights and two Silver-level VIP tickets to the AMAs.
To kick-off AMAs weekend – and provide a unique platform that truly ties Coca-Cola not only to the AMAs but also to music as a whole – Coca-Cola hosted the official AMAs Pre-Party. Two events were held to appropriately entertain both target audiences: teens, who were the primary focus of all social media outreach during the program, and music industry professionals that have been an asset to Coke Music. Both events were held at the Conga Room at L.A. Live on Friday, November 20.
CSE helped capture content from the event in real-time and produced four videos for social media. Content was distributed via @CokeMusic, @theAMAs and Coca-Cola’s Snapchat, as well as during the Red Carpet digital pre-show on Sunday, Nov. 22.