Coke Studio has thrilled fans since 2008 with a unique musical fusion concept that has helped reshape popular culture in Pakistan and inspired an international branded entertainment franchise. And for the show’s just-concluded ninth season, Coca-Cola extended the excitement from TV to mobile phones through innovative Augmented Reality (AR) packaging.

Images of the 40 artists featured in Season 9 were printed on labels of limited-edition Coca-Cola bottles and embedded with AR technology. Fans who scanned the labels via the Coke Studio mobile app could access special information about their favorite musicians.

“Pakistan now has 32 million active mobile Internet users, so we felt the time was right for our first-ever offline and online content integration,” said Sadaf Zarrar, integrated marketing communications manager, Coca-Cola Pakistan and Afghanistan. “We’re making the audience feel closer to the artists they love.”

Season 9 of Coke Studio featured multiple innovations. Earlier this year, Pakistan’s deaf community was given the opportunity to feel and experience their country’s biggest music platform. Coke Studio for the Deaf used a studio-like setup to enable deaf fans to enjoy Coke Studio from the comforts of a sofa embedded with hundreds of tiny vibration engines and LED lights synched with music. A grand LED installation surrounding the couch provided synchronized mood lighting to elevate the experience visually, a screen in front of the couch displayed the video, and the ambience was enhanced by on-set guitars, keyboards and other musical instruments.

The Coke Studio concept was created in 2007 in Brazil, where musical performances were held on a concert-like platform. The next year, Coke Studio premiered in Pakistan and became an immediate hit with both critics and fans. The show – which fuses Pakistan’s diverse musical influences, including eastern classical, folk, qawwali, bhangra, sufi and contemporary hip-hop, rock and pop,  by inviting established and emerging artists from various genres to collaborate –has been scaled to Indiathe Middle East and Africa.