Coke Studio promised a fusion of classical eastern and contemporary western music, and delivered it through four hour-long fortnightly episodes, which went on air at prime time, simultaneously on nearly eleven satellite channels as well as selected cable channels and FM radio channels. Through its unique style and nationwide command over airtime, the campaign created a great stir, and the production was unanimously well received by music enthusiasts.

The website for Coke Studio ties in very nicely with the media campaign behind it, and is one of the better examples of integrating website content into a 360-degree marketing effort leveraged in Pakistan. Enter the website and visitors are met with a maroon background color that is just so "Coke," in addition to visuals that are reminiscent of the atmosphere in the studio sessions. The home page is a nicely balanced blend of easy to load Flash visuals and simple to access content. Aesthetically, the website has a blog-like feel to it (as it uses the Wordpress platform) but it remains easy on the eye, and has a uniform coherent feel.

By continuing to click through the website's well-orchestrated and easily navigable links, guests can access content from the various recording sessions and all four episodes of the Coke Studio sessions. Everything that fans could want is available, from wallpapers and photographs, to videos and audio recordings of all the different performances—all of which are downloadable. The latter fact is something to appreciate, as Coke seems to be relying more on the online accessibility of the music content rather than releasing a future CD/DVD and making money from it.

A second revelation that strikes visitors upon navigating around the Coke Studio website is that the developers did not really think about value addition. For example, the Artists page has names and photos of all the performers, but no biographical information or further links. The News page only offers air times, and surprisingly neglects to provide news of upcoming events or seasons. This is something that leaves the visitor uninformed and a bit frustrated.

It is clear, however, that Coke Studio is a simple yet effective undertaking that not only showcases a fusion of different styles of music, but also a marriage of ATL broadcasts with effective online content. But the best thing about the website is that it stays true to the popular Coke Studio broadcasts by offering quality music content, and shies away from the allure of being glitzy and obsessing with itself—instead, the website addresses the interests of prospective and current consumers.