After introducing its Olympics anthem, Coca-Cola continues to reach young audience with music-related campaigns. Now, the beverage titan is partnering with five stars to launch celebrity-designed themes for Tumblr which teens will be able to install customized themes on their Tumblr pages.
All celebrities worked directly with Coca-Cola and digital agency 360i to provide design and content for their themes. Initially, Coca-Cola launched its Tumblr ‘Happiness Is’ page last December. It features entertaining original content for teens, such as photos, videos, gifts and past ads.
Singer Jason Derulo is the first of five celebrities who unveiled his theme yesterday, on May 24. Derulo’s theme is inspired by a feather and music notes from one of his tattoos, and relates to his new song ‘Undefeated.’ The singer performed the song on May 22 on the first of the two-night season finale of ‘American Idol,’ as part of the Coca-Cola Perfect Harmony, the program that brings together songwriters and artists with a purpose to create a new song performed on the show.
In Colombia, Coca-Cola has recently promoted its online radio station Coke FM via a live concert performed on the stage that was suspended 50m above the ground. To bring the stage to the ground, the audience was encouraged to download songs online. The initiative created in collaboration with Ogilvy & Mather Bogota saw saw 50,000 downloads from the website in just one hour. Every time the audience downloaded a song, the band played it and came down 10 meters. Coca-Cola will hold similar concerts in Quito, Sao Paolo and Mexico City.
Coke’s rival Pepsi also attempts to gain more teenagers’ hearts with music and pop culture. The centerpiece of its current global campaign is an online platform ‘Live for Now’. Additionally, the brand is rolling out its limited edition ‘Bad’ cans to pay tribute to Michael Jackson.