Coke Reprises American Idol Tie with Some Twists
Coca-Cola is once again promoting its ties with the hit show American Idol this season by introducing new TV spots and offering special rewards to its loyalty members.
New ads began appearing Tuesday during the season’s first episode. One ad, called “Timeline,” shows the contributions that some African-Americans have made to society. The ad is one element in a marketing strategy this year targeting African Americans that includes sponsorship integration, TV, print, cinema and digital ads. Other new ads to appear during the show are titled “Happiness Factory” and “Video Game.”
Through its customer loyalty program, My Coke Rewards, members can submit questions that may be posed live on-air by host Ryan Seacrest to the Top 12 contestants. Members, now totaling about 3.5 million, can also redeem points collected through Coke purchases for American Idol-themed rewards.
Coca-Cola has added a twist to one of the popular product placements it receives through the partnership. It is asking people to submit designs for a new version of the Coca-Cola branded drinking cups that sit in front of the three judges during the live broadcasts to AmericanIdol.com. The partnership also continues the Red Room, a Coke-branded area for the contestants to hang out backstage.
The company said the kick off of yet another year partnering with American Idol is just the beginning of a slate of promotions and advertising set for 2007.
The Sprite LeBron23-23 promotion lets people create a theme song for NBA star LeBron James. Other programs to come include Coca-Cola NASCAR ads, activation around Diet Coke and the Academy Awards and the kickoff of Coca-Cola and NCAA basketball activities lead up to the 2007 Final Four in Atlanta.
Coca-Cola has had a sponsorship deal with American Idol since 2002.
