Coke & Spotify Place Music
Coca-Cola has launched its Placelists social music app on Spotify’s free streaming-music platform. The campaign is targeting teens around the globe, enabling them to search through Spotify’s catalogue of more than 20 million licensed tracks and then link songs to places or events. The app lets users listen to other people’s Placelists and to zoom in on different locations. They can also add tracks to existing Placelists and vote for songs. In addition, users can see where friends are checked in on Facebook.
Coca-Cola has seeded the app with 30 curated Placelists comprising at least 40 songs pinned to a dynamic map sitting on Facebook Places. The brand also is working with artists such as Youngblood Hawke, whose song We Come Running currently features in a Coca-Cola TV and cinema ad, to build their own playlists. Also, music-licensing outfit Music Dealers has built ‘52 Songs of Happiness’ for each week of the year, with emerging independent artists set to contribute tracks based on the theme of discovering and sharing music in their favourite places.
“We want to combine the physical experience of drinking a Coke with the virtual experience of listening to, discovering and sharing music,” says Joe Belliotti, Coke’s director of entertainment marketing. “Our ambition is to have a Placelist associated with everywhere Coca-Cola is enjoyed.”
And this is no short-term campaign.
“We’re putting our developer hats on and treating Placelists like a product, with a soft launch followed by gradual iteration as momentum and behaviour build,” says Belliotti.
The drinks brand and Spotify announced a global partnership in April 2012 and have rolled out initiatives in Germany, Australia and Mexico to date. Jeff Levick, Spotify’s chief marketing and revenue officer, says the Placelists launch fuses Coke’s scale and reach with Spotify’s technology platform and vision to “democratise music”.
By Brand-e // SOURCE