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Info: Coca Cola & Mobile Music
Written By CScout on Friday, June 10, 2005 at 12:43 PM | In Marketing Please Comment
‘Coca-Cola’ today announced a partnership with Shazam Entertainment to deliver a mass-market mobile music promotion across ‘Coke’ and ‘Diet Coke’.
The promotion recognises the new trend in the way consumers access music, via a mobile device, both by offering ringtones as well as music downloads as daily prizes, and by offering a mobile music identifying service that acts as a shortcut for getting music on your mobile.
There are 5,000 ringtones or music downloads to be won every day through a daily draw. Entrants can participate by SMS or web and winners can choose a monophonic or polyphonic ringtone or music download as their prize. They can even choose what music they’d like from thousands of ringtones or the hundreds of thousands of tracks available to download from mycokemusic.com.
As a reward just for entering, all participants get a CokeTag. CokeTag is a music identity service, that allows users to identify and purchase music, and in this case choose this music if they win in the daily draw.
To use CokeTag, entrants dial 62345 on their mobile phone and hold their handset close to the music. Once dialled, the call automatically ends after about 20 seconds and an SMS is sent, giving details of the artist and title, which they can then go on to choose as their prize in the daily draw, or if they don’t win, choose to purchase.
Additional CokeTags are being charged at 25p, rising to 50p after the promotion. All ringtones and downloads purchased are being charged at £1.50 and poly ringtones will increase to £3.00 after the promotion.
Created for ‘Coca-Cola’ using Shazam’s technology, the music promotion will run for two months. Shazam’s music recognition service enables users to identify the artist and title of music playing from an external source. Exposure via a voice call of 20 seconds of the tune can be matched against information stored in the Shazam database. The user is then sent a text containing details of the track and links to additional products relating to the artist.
‘Coca-Cola’ will be able to offer its consumers a fully interactive mobile music experience, as they will be able to access the music and a list of tracks they have tagged through www.mycokemusic.com.
The promotion will run from mid-May to the end of July, generating 5,000 winners every day, equating to a total of 300,000 free ‘Coke’ music products. The entire UK stock, approximately 275 million individual products, will be branded during the two-month promotion.
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