Music sponsorship is a relatively uncontroversial approach for brands to take, but providing a deep, genuine and fulfilling experience remains a challenge for many.
Soft drinks brand Coca-Cola
has impressed on a number of fronts recently, localising its event and sponsorship opportunities to create a range of interactive opportunities that suceed in enhancing the brand's link to music.
In London, Olympic fever is mounting, and as one of the games' official sponsors, Coke has created a musical space that will provide an entertainment experience for attendees.
Coca-Cola's pavilion for London's Olympic Park - Coke Beatbox
- can be played as a
musical instrument. The Beat Box, designed by London-based architects Pernilla Ohrstedt
and Asif Khan
, is made of a plaster polymer called EFTE, which acts like a speaker allowing people to 'play' the building through sounds embedded within its architecture.
Ohrstedt and Khan explain: 'We have sought out some of the most innovative engineers in the UK to work with us to realise our vision - a "building with a beat". The Coca-Cola Beatbox will be a sensory experience that fuses design, music, sport and architecture. It will be something that people have never seen or heard before!'
The building ties in to Coke's wider campaign around the games, Move to the Beat
, through Mother London
, which includes a Facebook app, a specially created song by Mark Ronson
, and documentary, alongside other integrated elements. http://blog.cokezone.co.uk/movetothebeat/
Meanwhile, in Columbia, to promote its new online radio station, Coke FM
, to teenagers, Coca-Cola and its agency Ogilvy & Mather Colombia
enlisted the help of a popular local band to drive users to its new platform.
The band played their set from a special stage suspended 50 metres above the adoring crowd. To bring their idols down to ground level (where they might actually be able to catch a glimpse of them), the audience had to download songs from the band's new album using the Coke FM mobile site.
Each time the crowd hit a specified number of downloads, the stage was lowered by ten metres; within an hour the band had been successfully brought down to stage level, and Coke FM had racked up over 50,000 tracks downloaded via their mobile site.
The agency reports impressive results: 16 million people reached on free media, dwell time increased on the website by 800% and visits to the site went up by 337%. There are plans afoot to roll out the idea for events in Sao Paulo, Mexico City and Quito, Ecuador.