Coca-Cola Partners with OpenAI for ‘Create Real Magic’ Campaign

Coca-Cola is partnering with OpenAI for "Create Real Magic” Campaign giving artists a chance to be featured on Coke’s Billboards in Times Square and Piccadilly Circus. 

The ‘’Create Real Magic” contest is the soft-drink brand’s latest marketing effort to boost brand engagement while embracing the AI-forward future.  

It uses two popular AI systems: Dall-E 2, which generates images based on text prompts, and GPT-4, OpenAI’s latest large language model (LLM) and ChatGPT’s direct successor.  

“It’s an experiment to see where co-creation can take us,” Pratik Thakar, Coca-Cola’s global head of creative strategy and integrated content, explained.  

“We’re moving at the speed of culture with an innovative program that’s very tangible for the creative community. ‘Create Real Magic’ gives digital artists the unique opportunity to play in a custom-created sandbox, powered by GPT-4 and DALL-E, and democratizes our brand iconography and highest-profile advertising assets,” he added. 

The beverage company will also pick 30 winning artists to participate in the ‘Real Magic Creative Academy,’ a three-day artist workshop that would allow them to interact with some of the company’s “most valuable assets.”   

In a demo video, the brand teaches users how to utilize both AI tools to create their artwork. With the prompt “An astronaut reaching for a Coca-Cola in space, cinematic lighting, octane render, red color, lens flare,” Dall-E 2 gave the user a selection of images. After making slight tweaks, the user then utilized GPT-4 to create a short poem about “enjoying a Coca-Cola in space.”  

The text generator then gave the user different one-line poems to be pasted on the image before submitting the art-work.

The Create Real Magic contest can be accessed via CreateRealMagic.com and will run today until March 31. It marks the first project to emerge since Coca-Cola and OpenAI announced their partnership last February.