Spotify will help Coca-Cola build music-based apps, the first of which will launch in time for this summer’s London 2012 Olympic Games. Spotify will also be integrated into Coke’s Facebook timeline, which has more than 40 million followers.
It is hoped the deal will bolster Coke’s music marketing platform, Coca-Cola Music, which it is developing to boost its reach with teens. Last year, the soft drinks giant told Marketing Week that it aims to become an “established music brand”.
Coke has just announced it is to host a range of music events in the run up to the London Games as part of its sponsorship activation.
Joe Belliotti, director of global entertainment marketing at Coca-Cola, says: “As we step up our activation through Coca-Cola Music, we are excited by the innovative music technology platform created by Spotify and the opportunity to create a truly global music network.”
For Spotify, the deal will see Coke promote its music-themed marketing activity when the music streaming service launches in new countries. Spotify will also become the centrepiece of Coca-Cola’s ‘Year of Music’ campaign next year, which will include TV, digital and outdoor activity.
The in-kind marketing support provided by Coke means no payment was made to Spotify for use of its services.
Spotify has been looking to expand its reach through partnerships with the likes of AT&T, McDonalds, Intel, and Reebok to develop branded apps on its platform.
It also recently agreed a deal with sites including Tumblr, The Guardian and Vogue that will see them include a “Play” button that allows the streaming of music instantly from their websites.