Introduction
The Adobe x Coca-Cola Real Marketing Magic Experience
Content and experience objective: From Inspiration to Immersion – provide a cohesive journey from Mainstage to Community Pavilion that demonstrates a path from bold vision to measurable value.
This activation brings The Coca-Cola Company’s Real Magic campaign to life, using newly unveiled Generative AI in Adobe’s enterprise technology. After the Day 1 Mainstage, attendees enter the Community Pavilion to experience these capabilities firsthand, stepping into the role of a modern marketer as they select tasks from four key areas:
Pillar | Task | Product |
|---|---|---|
Plan | As a marketing manager, upload a campaign brief, launch the project, and define targeted audiences. | Workfront Planning AI Assistant in Workfront |
Create | As a performance marketer, generate social media ads using approved assets. | GenStudio for Performance Marketers Content Hub |
Engage | As a demand marketer, deliver targeted content across channels. | Journey Optimizer Content Accelerator |
Measure | As an analyst, identify key insights from published content. | AI Assistant in Customer Journey Analytics |
After completing the tech activation, the space also includes a co-branded Selfie Station and Coca-Cola Freestyle fountain machines, including exclusive Adobe Summit flavors for attendees to enjoy:
1) Adobe Summit Splash: 40% Coca-Cola, 30% Coca-Cola Vanilla, 30% Coca-Cola Peach
2) Transformation Twist: 50% Sprite + 25% Sprite Cherry + 25% MM Fruit Punch
3) Real-time Rush: 50% Seagram’s Zero Vanilla + 50% Mello Yello Zero
Integration with the Adobe Express Sticker Activation Station
This Modern Marketer Activation integrates with the Adobe Express Sticker Station in the Community Pavilion, allowing participants to create custom Real Magic assets while showcasing cross-cloud functionality. The created assets are featured on a monitor in the activation space and are available for use during the “Create” task in GenStudio for Performance Marketers via Content Hub.
Connecting to Additional Storytelling and Experiences at Summit
[Strategy Keynote] Elevate and Empower Teams with Agentic AI for Exceptional Experiences
Shekhar Gowda, VP, Global Marketing Technology, The Coca-Cola Company; Rapha Abreu, VP, Global Design, The Coca-Cola Company; Amit Ahuja, SVP, Experience Cloud, Platform and Products, Digital Experience, Adobe; and Winnie Wu, Director, Product Management, Brand Concierge, Adobe
This keynote will showcase real-world success stories, including Coca-Cola’s innovative approach, and highlight Adobe’s commitment to responsible AI.
VIP Experiences: The Lodge and Executive Forum
1) Interactive kiosks with the Adobe x The Coca-Cola Company story that showcases the vision to value and highlights the technology that has already driven tangible success
2) Coca-Cola Ice Cream Float stations
3) Promotion of VIP access to the Activation to drive participation at the Community Pavilion*
*The Lodge only
The Adobe Booth in the Community Pavilion
Includes the Adobe x The Coca-Cola Company storyboards, staffed with Adobe Experts who demonstrate the real-world use cases and discuss how attendees can implement them in their own organization.
Overview of Demo Experience
