Branded Entertainment is growing daily in the US, and this growth is not limited to a particular region, but encompasses the entire country as a whole. As a result, the challenge for every campaign creating branded content is to cut through this clutter with a program that resonates with consumers above the rest. The Share The Sound of an AIDS Free Generation program took popular music created by some of today’s biggest stars and combined it with an important cause that needed attention among young people, resulting in raised awareness and funding for the cause among an audience where AIDS is not normally top of mind. The regulations on crowdfunding, music licensing and sweepstakes vary greatly from one country to the next and requited extensive coordination to navigate the program’s rollout in over 100 markets worldwide. . The process to create and gain approvals for content using the Coca-Cola (RED) name required constant and meticulous management from start to finish.

The campaign was amplified via support on artist socials. A number of wide-reaching partnerships and paid media opportunities were employed, including weekly Good Morning America segments, an iHeartRadio partnership, promotions with Spotify, Live Nation, Bands In Town and Shazam, and out-of-home advertising in 46 markets in the US and UK. Wycelf performed a portion of his and Avicii’s song “Divine Sorrow” at the MTV VMAs. The program trailer ran in AMC Theaters nationwide for one week. Friends of Coca-Cola and notable celebrities (including Ryan Seacrest, Will Farrell, and Adam Lambert) supported on social media.

We began with a cause that wasn’t top of mind to the millennial audience and inspired them to action. We raised more than $950k in just one month and generated 1.53 Billion impressions, educating a new generation on the fight against AIDS.

Total Raised for The Global Fund: Over $950k

Social Impressions: 993 Million+

Total Program Reach: 1.53 Billion

Markets Activated: 100+

iTunes Highlights: Queen - #1 on UK Rock Chart - Top 40 in 36 countries

Wyclef ft. Avicii - #1 in Sweden Dance Charts - Top 40 in 41 countries