Instead of high investments in an own music-offer, we chose Spotify as cooperation partner because it offers legal music-content, credibility among the target-group & linking of the users by social-media integrations.

We negotiated a long-term branding of Spotify and editorial specials, which referred to the Spotify internal Coca-Cola music program very prominently. Supported by a famous German pop star the music program inspired users with 10 super-hot coke summer-playlists and activated them to publish individual playlists by creating personal covers using their Facebook images.

The playlists with the branded Coca-Cola covers have been automatically spread on Facebook as soon as somebody listens, shares or creates – which made the campaign social at heart. Mobile access to the playlists via smartphones offered the possibility to even consume the free music outdoor while enjoying the summer

At the same time, Spotify was featured in every marketing measure of Coca-Cola (OOH, TVC, Online).

Coca-Cola has reached 90% of all teens in summer and accompanied them with music.

The results were chart-breaking:

500.000 Played songs,

200.000 VISITS ON APP PAGE,

28:15 min STREAMED PER USER.

They used the social feeds, shared functions and Facebook content so that we generated additional 3,7 million shares in the social web for free.

The word-of mouth was high, as spotify‘s user base has grown double-digit per month.

All this paid out for Coca-Cola’s brand image, as scores have increased in terms of 'Brand Love' by 40%, 'Is a cool brand' by 23%.