Coca-Cola and NME team up for instant-win music promo

Coca-Cola Great Britain is teaming up with the music magazine NME to launch a music promotion.

The instant-win promotion runs across all Coca-Cola 500ml bottles, and offers buyers the chance to win more than 6,000 tickets for this year’s major rock concerts.

The promotion follows the news that Pepsi is once more teaming up with clubbing brand Cream, for a promotion offering buyers the chance to “blag” their way into music events via an SMS texting competition.

NME, owned by IPC Media, is celebrating its 50th anniversary this year and its celebratory promotions include Coca-Cola and NME teaming up for five specially arranged concerts over the next 12 months.

A national radio campaign and press advertising in NME and sister publications Loaded, Uncut and Muzik will back the instant-win promotion.

Coca-Cola teamed up with News International last year for the Music4U promotion, which offered the chance to get musical instruments and CDs. A Coca-Cola spokeswoman says that NME is a “very credible vehicle” for a promotion based on music experiences. The promotion follows Coca-Cola’s use of sexual imagery in its “Get your hands on a contour” outdoor campaign (MW last week).

NME resized this year for better newsstand display and appointed a new editor in June (MW April 11). The average net circulation for the six months to the end of December 2001 was 70,456, up 0.6 per cent on the same period in 2000.

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