COCA-COLA
BURN STUDIOS

BURN DJ RESIDENCY HOSTS THE BIGGEST GLOBAL DJ TALENT COMPETITION AND BECAME COKE’S BLUE PRINT FOR COMMUNITY MARKETING

BRIEF
To increase brand awareness and engagement, especially within influential communities.

RESPONSE
We created Burn DJ Residency, a global talent competition sourcing ten rookie DJs. Their journey culminated in a competition for a coveted DJ Residency on Ibiza where they got mentored by established Top DJ’s such as David Guetta and Avicii. The winning talent stays on the island with a DJ Residency at a mega-club.

RESULTS

DJ Residency turned into the largest global DJ competition, garnering over 10m views and over 175m brand impressions. Growing from an internal, non-traditional marketing program into the main pillar of burn’s communication strategy, the communication platform has seen successful adaptation within other Coca-Cola affiliates globally.