While Coca-Cola discusses online media duties with two Web agencies (IQ News, Nov. 2), the Atlanta-based soft drink behemoth is prepping to launch its biggest online promotion ever for Coke Classic with the help of Martin Interactive, Atlanta.
The Christmas-themed promotion could launch as soon as this week, a company spokeswoman confirmed. While the full details weren’t available at press time, sources said Coke is teaming with CDnow and EMI Records to make a Coke-branded compact disc available for order exclusively on a promotional site linked to coke.com.
The promotion will be supported on-product with the promotional Web address and details of the CD offer, which will be tagged on 20-ounce and 1-liter bottles of Coke, sources added. No online or offline media buys tagged to the promotion have been planned.
Angling for the teen market, the promotion will combine the draw of top EMI artists such as Dandy Warhols, Everclear and Boyz II Men, with streaming audio technology. Traditional Christmas tunes such as “Little Drummer Boy” will be performed by the artists and portions of the songs can be sampled on the Web site. The expected price tag of the CD is around $5 and order-fulfillment and delivery will be handled by Jenkintown, Pa.-based CDnow. According to a source familiar with the project, visitors can have the CDs sent as gifts.
Also, coke.com visitors can craft an electronic greeting card, replete with holiday tunes, for delivery to others.
Martin Interactive, a division of the Richmond, Va.-based Martin Agency, is Coke’s interactive agency partner. The shop also created coke.com. Agency executives referred calls to Coke.
This marks the third year Coke has done a holiday promotion. Each time, the company has dressed up its site for the Christmas season, using the North Pole and a holiday party as themes.
The Coke spokeswoman confirmed that talks are ongoing between the company and New York-based interactive shops Thunder House and Blue Marble ACG about possible future assignments, but she declined to go so far as to call the process a review. Both are units of Coke traditional shops–McCann-Erickson and MacManus Group–respectively. She would not confirm what the assignments might involve and stressed the talks won’t necessarily lead to a greater commitment by Coca-Cola to online advertising.
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