Rádio Bacardi é música de dança (e a Coca Cola tb)
É apenas um sinal do que está para acontecer (mesmo ao nível dos investimentos publicitários convencionais): a Bacardi acaba de anunciar a criação de uma rádio on line para chegar também aos telemóveis!
«Spirits and song often go hand-in-hand, though Bacardi is taking the barroom sing-a-long to an entirely new level. The Miami-based rum manufacturer just announced a mobile and online radio station called Bacardi B Live Radio, which is heavily focused on dance music and club deejays. The station is slated to officially launch in the United States and the UK in May, though the stream is currently live at bacardibliveradio.com for those that want to take a peek. B Live will also showcase various Bacardi events on the channel, offering far greater branding and reach. "Bacardi B Live reinforces our music association by creating more opportunities to connect our target consumer in a way that reflects our brand values," commented John Burke, a global brand director at the company. Powering the backend is Colorado-based Blumodus».
fonte: «Bacardi Unveils Mobile, Online Streaming Radio Service», Digital Music News, 10/4/06
Mais: Beverage giants Coca-Cola and Bacardi--regular glass-mates at bars around the globe--have launched separate marketing campaigns that use digital music to connect with consumers.
Coca-Cola has created the entertainment Web site Stageside.tv, from which fans can download exclusive videos from select acts using peer-to-peer file-sharing networks. The first artist featured on the site is Island Def Jam's Ne-Yo, whose label debut, "In My Own Words," entered The Billboard 200 at No. 1 six weeks ago. (...) These are two more examples of brands using music to carry their marketing messages over digital channels. The music industry is jumping at the chance to participate as the sponsoring brands not only bankroll the creation of new services that more widely distribute music and expose artists, but also pay labels licensing fees to access content. (...) Coca-Cola is paying Ne-Yo's label, publishers and the artist himself for the right to exclusively film a 15-minute "day in the life" mini-documentary interspersed with two minutes of music. The video is available not only as a free download from Stageside, but also has been distributed throughout chat rooms, social networking sites and has even appeared on Youtube.com. Jeff Straughn, Island Def Jam's vice president of strategic marketing, said the partnership allows the music industry to utilize the marketing power of free P2P networks--and realize a revenue stream while doing so. "We see this as the first step in the direction of embracing P2P networks," he said. "It's given us tremendous viral exposure we wouldn't have gotten through traditional means." Coca-Cola also hopes to piggyback on this exposure by featuring its logo in each video. Each clip will be replaced after 90 days, and only one artist will be featured at a time. Coca-Cola and marketing firm the Jun Group already are negotiating with labels for the next artist. Reichgut said Coca-Cola is looking for acts it feels match the "upbeat and positive" message conveyed via its new "Coke Side of Life" marketing effort (...)"
fonte: «Rum and Coke find new mixers: digital music», Cnet (by Reuters) April 17, 2006, 4:59 AM PDT
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