News
Coke to give away 2 billion iTunes downloads in Europe
Coca-Cola has teamed up with Apple to give away 2 billion songs as part of a large promotional campaign in Europe. Spanning 17 European countries and running from May until the end of August, the promotion will also offer chances to win free iPods and attend some of the 100-plus Coke and iTunes sponsored summer concerts across Europe. Free song downloads and other prizes can be won inside specially marked bottles of Coca-Cola, Diet Coke and Coke Zero. Coke said the promotion will be launched at the Cannes Film Festival with a special live performance from Faithless, who have recorded an exclusive track for Coke and iTunes.
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1
Impressive. Even accounting for the growth of iTunes, this is bigger than the Pepsi campaign of a few years ago:
Pepsi offered 100M codes when iTunes was selling 2.7M per week (260 days worth of normal sales). The 2B offered now is 400 days worth (at 5M per day).
The Pepsi campaign of 2004 had 5 million of 100 million possible codes redeemed… I wonder if the redemption percentage will be less craptastic this time.
Posted by Jared on May 17, 2007 at 7:53 AM (PDT)
2
Actually this is the second part of the campaign. During March-April there was a download code on each 0.5 liter bottle: the actual code to be directly used in iTunes.
This second part is chance-based and you have to send your code via SMS or Web to win one of the prizes, among which the iTunes codes. I just started yesterday redeeming all the codes I collected since March…
Posted by mcube on May 17, 2007 at 9:16 AM (PDT)
3
Are they going to do this in the US? I drink a ton of Coke already and wouldn’t mind gettin’ some free songs in the mix.
Posted by Ben O. on May 17, 2007 at 10:22 AM (PDT)
4
I don’t think you’ll see this style campaign in the US; not anytime soon. Coke has put a lot of money into their My Coke Rewards program; just last month they expanded it to include their other brands.
You can download songs from Sony Connect using those points, but that’s of little use to us iPod owners; unless you have a PSP. I ended up “spending” most of mine on a pretty sweet duffel bag with a built in cooler and some frequent flyer miles on Delta.
Posted by Burnsy on May 17, 2007 at 10:45 AM (PDT)
5
Smart move - especially for Apple.
Posted by superape on May 17, 2007 at 12:20 PM (PDT)
6
Good idea. Though, the European iTunes store sucks. And items can’t be bought from any European shop, only from the country where you got a credit card in (which makes the EU thing so useless. Imagine you live in Arkansas and cannot buy stuff that is on the NYC iTS.)
Posted by Kiks on May 17, 2007 at 1:03 PM (PDT)
7
Hmmm…interesting, any one else notice how big companies seem to have freebies and ipod givaways, usually about 2-3months or so before a new product? i remember noticing in the past..perhaps we should get excited?
Posted by joeblake88 on May 17, 2007 at 7:48 PM (PDT)
8
Too bad junk food is involved. As if people don’t eat and drink enough rubbish as it is. Why can’t Apple team up with a coffee company or something? Okay, coffee is hardly super-healthy but it ain’t junk food either (unless you’re thinking of instant).
Posted by Pikemann_Urge on May 18, 2007 at 4:16 AM (PDT)