Coca-Cola are encouraging young people to share files on P2P networks, though only files produced by the drinks company.
They have launched a new music-orientated marketing programme in the US called Stageside which will offer bespoke artist video profiles which fans can stream or download via a special Coke website. Not only that, fans are encouraged to share the video profiles with friends via P2P networks. The aim of the programme is to tap into online communities, getting individual file sharers to become Coke's brand advocates by sharing their content. The first video profile is with Def Jam's chart topping R&B star of the moment Ne*Yo.
Commenting on the programme, Mitchel Reichgut of Jun Group, the company behind the programme, told reporters: "Stageside is a watershed event in branded entertainment. Coke and Island Def Jam have paved the way for a lot of others who will follow in their paths. It's a very bold move on the part of both parties, and both of them will reap the benefits."
Coca-Cola NA VP Of Interactive Marketing Carol Kruse added: "This is not piracy, nor does this encourage piracy. This a legal way for consumers to download and share great new content. It's good for the artist, the label and, most of all, our consumers. We are reaching people where they live and on their terms".
The Ne*Yo profile was essentially a pilot, but Coke now expect to produce a series of similar programmes. Whether the drinks brand will roll out the programme outside of the US remains to be seen.