"For the Coca-Cola Music Experience 2025, Spain's premier youth music festival, Coca-Cola partnered with DIVE and Essence Mediacom to activate TikTok's Out of Phone program, transforming Madrid into a live, citywide feed of festival anticipation. From Sept. 5-11, high-impact DOOH screens showcased creator-led artist drops, countdowns and TikTok-native visuals that mirrored how fans engage on the platform. QR codes invited real-time interaction, turning everyday foot traffic into active participants."
"Sales advisors used the tool to capture the energy of in-person consultations and extend it beyond the dealership, while post-sale owner brochures supported customers during the critical early ownership period. The approach reframed digital communication as a continuation of the advisor relationship rather than a replacement, preserving trust, clarity and excitement at scale across 174 retailers. By combining personalization, advisor expertise and scalable digital tools, Volkswagen delivered a more confident, connected path from consideration to owner"
Brands are combining digital platforms with real-world environments to create immersive, personalized experiences that convert online engagement into human connection. Campaigns prioritize frictionless journeys across awareness, ownership and advocacy to deepen loyalty, improve brand perception and deliver measurable business outcomes. Coca-Cola Spain and agency DIVE used TikTok's Out of Phone program to transform Madrid into a live, citywide feed for the Coca-Cola Music Experience 2025, using DOOH screens, creator-led artist drops, countdowns and QR-driven interactions to translate TikTok buzz into physical engagement. Tribal Worldwide London and Volkswagen produced personalized brochures for sales advisors and owners, extending in-person consultation energy across 174 retailers and preserving trust through scalable digital tools.
Read at Digiday
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