Coca-Cola has struck a promotional partnership with music streaming service Spotify, that will see the beverage giant run a social media campaign on its Facebook pages.
Coke will integrate Spotify on its Facebook pages, which boast more than 40 million fans, and use the company’s technology to power its Coca-Cola Music program.
As part of the deal, Coke and Spotify will also launch a joint app in the coming months.
“Coca-Cola is the most recognized and respected brand in the world, and we are proud to be their music partner,” said Spotify founder and CEO Daniel Ek during a press conference Wednesday. “Spotify and Coca-Cola both believe that music, technology and creativity can connect people around the globe,” and Coke “will help bring Spotify to more parts of the world.”
The announcement follows Spotify’s move to create a button that can be added to websites that enable legal streams of songs and albums to be played.
Spotify added 500,000 subs after the service became available on Facebook. It now has 2.5 million paying listeners, mostly in Europe. The service launched in the US in July and is now available in 13 countries.
Coke is a high-profile sponsor of the upcoming London Olympics, with its “Move to the Beat” campaign involving music producer Mark Ronson as it targets teens to promote the social side of the event.
Atlanta-based Coke owns more than 500 brands, including Sprite, Fanta, Powerade, Dasani and Minute Maid.
“At Coca-Cola we have long recognized the power of music to connect people around the world,” said Joe Belliotti, director of global entertainment marketing for the company. “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.”
