Everybody is aware about the incessant advertising campaign of the most famous soft drink in the world.

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[Music/MP3 players]

<!– TEMP HP: PRINT THIS –>Wednesday 2nd August 2006

Coca-Cola in iTunes giveaway 10:49AM, Wednesday 2nd August 2006

Coca-Cola is to give away 70 million free iTunes download in a new partnership with Apple in Europe. The new coca-cola.com/music website will launch next week, on 9 August, and will feature iTunes integration throughout.

It is designed to provide fans with links to music and information focused on giving fresh talent new exposure. In the UK, Germany, Austria and Switzerland unsigned artists will have a venue to upload songs, which in addition to giving them wide exposure could result in an invitation to play at Coke-sponsored European festivals.

To kick-off the partnership, live concerts will be held in the UK, Germany, Austria and Switzerland, with selected live songs and video podcasts from the performances available on iTunes and the Coke music site.

Later this month in the UK, 70 million song codes will be in promotional packs of Coca-Cola and Diet Coke, which will be redeemable for a free song from the iTunes Music Store through coca-cola.com/music, participants will be able to access iTunes and redeem their codes.

‘We’re excited to announce this partnership with Apple,’ said Dominique Reiniche, president of Coca-Cola European Union Group. ‘Together we are creating a unique and exciting platform that gives young people a voice and allows them to refresh their music experience every day.’

In June, Coca-Cola closed its own downloads service, mycokemusic, saying that it has outlived its usefulness. BrandRepublic reported soon after that the drinks maker would be joining forces with Apple.

Issue raised about the aggressive advertising campaign organized by Sony for the new TV modello BRavia

New sci-fy, horror movie.Its trailer has been presented without any title and review for months, so nobody knew what it was exactly all about.

A few years ago BACARDI launched a new product, the BAcardi breezer, just showing a restyled logo for a while (and it was everywhere)

- massive, wide promotion of APPLE computers/I-POD/I-PHONE

- web/TV/posters’ ads (two guys – comparison with Windows)

- relevant present of APPLE computers/I-POD/I-PHONE in recent Hollywood Blockbusters (last 3 years)

• E4 Is channel 4′s digital channel. It is aimed at a similar target audience and broadcasts music videos, sitcoms and reality TV.  

• Dave is UKTV Gold’s Channel aimed at young men, it wants to promote witty banter by showing comedy quiz  shows, survival shows, reality shows and sitcoms. 

“Changing the channel name to Dave enables us to create a strong and noisy personality for the channel that immediately aligns us with our core 16-34 male audience.”“Everybody knows a bloke called Dave”  

•  ITV2, Another digital channel. You can see who their target audience is through the use of cool motion graphics, young models and subject content in their I-dents.

•  The Hits is a digital music channel that is purely a music video channel.

•  You Tube is an online video sharing community where viewers can post anything they want and watch as much rebellious and anarchy driven footage as they want.

• MTV are maybe losing the appeal they once had, so the aim of the brief is to reinforce the MTV brand.

• Originally MTV was dedicated to music 24/7 but has know become an entertainment channel which has many different shows, Punk’d and Jackass.  

• These anarchic rebellious shows are what connects the channel with its target audience of 16-24, MTV is the biggest youth media brand world wide

•  79 MTV channels MTV2, MTV flux etc. these are shown across 167 countries in 23 languages.

• MTV wants to be transformed into a virus that reflects the nature of the programs shown. This virus must invade or infect the environments an spaces associated with the target audience.

• They want to be portrayed as audacious, anarchic, rebellious.

• The responses must be celebratory, audacious, shameless, smart and witty. 

• Don’t forget that MTV is shown World wide so outcomes must speak a global language.  
• This is a very open brief, outcomes could include online virals, I-dents, Tv Commercials, Posters, online game.