Music is about to play a larger role in Coca-Cola's marketing efforts as the beverage giant linking a promotional partnership with online streaming service Spotify. They have teamed up to bring free music to the global masses.
Under the deal, Coca Cola will use Spotify to help power its international music campaigns giving Coke fans a medium to experience new content and music created and curated by the beverage company. Spotify, however, had no new information on an eagerly awaited iPad app.
The initial signs of partnership will be a Coca Cola branded app that will appear on Spotify’s desktop app and content from that app will also appear on Coke’s Facebook page. The app was selected from hackathon past weekend and will be ready in time for the Summer Olympics. Coca Cola will also utilize Spotify as part of a global music campaign next year, which will include TV, digital and other marketing efforts.
Spotify Founder and CEO Daniel Ek, said, "Coca-Cola is the most recognized and respected brand in the world, and we are proud to be their music partner. Spotify and Coca-Cola both believe that music, technology and creativity can connect people around the globe and Coke will help bring Spotify to more parts of the world."
"At Coca-Cola we have long recognized the power of music to connect people around the world. As we step up our activation through Coca-Cola Music, we are excited by the innovative music technology platform created by Spotify and the opportunity to create a truly global music network.” ,said Joe Belliotti, Director of Global Entertainment Marketing for the company.
For Spotify, the collaboration is an opportunity for greater global reach & for Coke, it’s a new chance to engage with its customers.
April 22, 2013, 5:55 am UTC
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