Chris R. Burggraeve, group marketing director for the European Union coca cola Group talks about this event as a Coke+iTunes event, something similar to the Nike+iPod campaign in a different consumer-oriented field.
As part of the promotion, Coke and iTunes will give away songs from the iTunes Store (www.itunes.com) in over 2 billion promotional packs of Coca-Cola, Diet Coke and Coke Zero this summer. The on-pack promotion will also offer customers the chance to win free iPods and attend some of the 100-plus Coke and iTunes sponsored summer concerts across Europe. The promotion will be launched at the Cannes Film Festival with a special live performance from Faithless, who have recorded an exclusive track for Coke and iTunes and collaborated with designers Paranoid on a limited-edition, aluminium Coke bottle...So in September we should know which company really benefit from this partnership, or if it was a good deal for both.
The Coke and iTunes summer concerts will see big name headline acts playing with newer acts from Coca-Cola's grassroots program that allows undiscovered artists to upload their music on Coke's website( www.coke.com/music) . All of the concerts will be recorded and made available as downloads and podcasts exclusively on iTunes. Previous co-branded concerts have included Elisa (Italy), The Fratellis (Denmark), The Rapture (Ireland) and Deichkind (Germany).
