As part of its continuing efforts to attract young people to its brand, Coca-Cola is joining forces with Apple Computer in Europe to promote the iTunes digital music service. Under terms of the deal,
Coke will link its Web site to the iTunes site and give away millions of free music downloads on its drinks in the UK and Germany. It's another example of how Coke is seeking new ways to communicate
with young consumers as traditional forms of advertising lose their potency in the multimedia era. Another example was announced last week, when the company launched an interactive Web site that
allows people to submit homemade video clips and photos, taking its cue from YouTube and MySpace. "For Coca-Cola, it is clear that as consumers spend more time online, we need to find ways to become
an important, relevant part of their lives," says Tim Kopp, vp of global interactive marketing for Coke. For Apple, the deal is the latest in a series of partnerships with consumer brands, designed to
raise awareness of its iTunes service and iPod digital music players. In May, Nike and Apple launched a range of products that integrate the iPod into sports clothing. Companies including Gap and
Pepsi, Coke's main rival, have also run promotions offering free iTunes downloads as prizes.
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