Spotify's Announcement About Coca-Cola Partnership Lacks Fizz
April 18, 2012
Spotify, the streaming music service, today announced a strategic partnership with Coca-Cola. The announcement was made at the Ad Age Digital Conference in New York.
As part of the agreement, Spotify will become the centerpiece of Coca-Cola’s “Year of Music” campaign in 2013. Additionally, Coca-Cola has committed to promote Spotify in paid media and through its massive distribution network.
Short-term, Coca-Cola plans to integrate Spotify into the company’s Facebook timeline, where the company has 40 million followers. In addition, before July’s summer Olympics in London, the beverage maker will release an application on Spotify that will help users find new music.
According to Daniel Ek, Spotify CEO:
"We're trying to get [Coke] to invest more into creating the next generation of branded advertising. I don't even like the word 'advertising,' I want to get rid of that: The next generation of brand experience is content."Today’s announcement follows similar deals announced earlier today between Spotify and AT&T, McDonalds, Intel, and Reebok. While those in advertising circles may see the Spotify-Coca-Cola deal as huge news, our readers likely won’t. After all, when Spotify announced that a “big announcement” was coming today, most figured this meant a Spotify for iPad app was finally being released. Unfortunately, that wasn’t the case. First launched in the U.S. in July, Spotify is available through an iPhone app and via their website.
