Following the previously reported closure earlier this year of Coke's own download platform in the UK, the drinks brand has confirmed a new tie up with Apple and iTunes in various European countries.
The partnership will begin with a large promotion in both the UK and Germany - in the former, Coke customers can win one of 700 million free tunes from the Apple download platform, whilst in Germany, Coke will run competitions to win iPods. A special page will be launched on Coke's website where consumers can collect free downloads in return for typing in special numbers published on bottles and multi-packs of Coca-Cola.
The promotion will be launched by a number of Coke branded gigs, which will be recorded and subsequently made available via iTunes. There are no details as yet as to which artists will be involved in those gigs, although Coke and Apple both say they hope to champion new and unsigned talent through their latest music initiative.
A spokesman for Apple told reporters: "In the UK, Germany, Austria and Switzerland, unsigned artists will have a venue to upload songs, giving them potential for broad exposure on the site through artist highlights, European podcasts available on iTunes, and invitations to play at Coke-sponsored European festivals".