Coca-Cola will begin giving away millions of free iTunes music downloads in the UK and Germany, in a new partnership with Apple that seeks to get Coke into the minds of the younger generation. Their previous own-brand attempt at an online music service – MyCokeMusic – folded this month.
Traditional advertising isn’t cutting it any more, so companies are forced to find new, interesting, interactive ways to engage with potential customers.
Coca-Cola have also jumped on the video website bandwagon, last week launching an interactive site allowing people to submit homemade video clips and photos.
“For Coca-Cola, it is clear that as consumers spend more time online and we need to find ways to become an important, relevant part of their lives,” said Tim Kopp, vice-president of global interactive marketing for Coke.
Apple have already done deals with Nike, Gap and Pepsi, and it seems to me that Apple are the biggest brand winners here.