Coke's new site challenges consumers to drive content

The Coca-Cola Co. has relaunched its Web site around the theme of its latest global marketing platform for the Coke brand, "The Coke Side of Life," and challenges consumers around the world be become a major content portal.

The site, at CocaCola.com, allows consumers around the world to drive content via a series of bi-weekly and monthly challenges posted on the site. The company aims to organically develop the site into a user generated content portal with three variations from other consumer marketing sites: First, visitors are given a theme/challenge to focus their creativity and are provided tools to develop their ideas. Second, the winners of the challenges are rewarded for their input. And, third, users gain access to a global community which is invited to judge their entries, the company said.

"Throughout Coke's history, we have seen people use the brand, its icons and heritage as a creative source," said Marc Mathieu, senior VP-global core brands, The Coca-Cola Co., in a statement. "In the 60's, it was Andy Warhol, today it's people all over the world on the internet developing their own interpretations of the brand. We believe the independent creative process is a vital part of our heritage. With this site we want to give a further opportunity for these imaginative minds to be part of our creative process."

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Newcastle Brown Ale Sweeps Offers Prizes for Him and Her
By Patricia Odell
It's like the devil on one shoulder and the angel on the other. Newcastle Brown Ale's latest sweepstakes feature one prize "that gets you into trouble and one prize that gets you out of trouble."

The Best of Both Worlds sweeps dangles a grand prize of a home entertainment center including a Philips 50-inch digital-cable-ready plasma HDTV; a Philips home theater system with DVD/CD/MP3/DivX player and stadium-style catering for up to 20 people at the winner's home during the 2007 Super Bowl. And once the party's over, a $250 gift card will deliver a local cleaning service to spruce things up. In addition, the winner and his or her significant other, receive a five-day, four-night trip to Beverly Hills and $2,500 in spending money.

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Time Warner Touts Speed Via TNT Racing Series
By Amy Johannes
Time Warner Cable is rolling out a new sweepstakes to promote its super speed digital cable, Internet and phone services tied to NASCAR Nextel Cup Racing that will send a winner and guest right to the action.

Consumers who sign up for any Time Warner Cable service (digital cable, high speed Internet or phone) at CompUSA or Circuit City stores between Aug. 1 to Sept. 30 will be entered into the Time Warner Cable & Turner Network Television's in HD-Rev Up! sweepstakes for a chance to become an honorary member of the Hendrick Motorsports Pitcrew.

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Kissables Looks for On-Air Jinglers
By Patricia Odell
Hershey's Kissables is hitting the airways with a contest asking consumers to call into local radio stations and sing the Kissables jingle.

The Sing-able, Jingle-able Contest can be heard in select markets via a partnership with Walgreens to generate retail sales of the candies.

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News Brief

B2 BEVERAGE CO.: has launched a non-carbonated tropical fruit and cream flavored premium malt beverage line called Hard Creamer, the "first in category", the company said. A sub-brand, Kalima Hawaiian Hard Creamer also bows. The products will initially roll out in Michigan, Indiana, Illinois, Pennsylvania, Wisconsin, Minnesota and North Dakota. National distribution is expected within a year. The first two Hard Creamer flavors are Strawberry Daiquiri and Orange Cream. Kalima flavors include Fuzz Navel, Tropical Cream and Pina Colada. The beverages come in 12-ounce longneck bottles available in six-packs.

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Calendar of Events

August 1-2 Basics of Direct Marketing, presented by The Direct Marketing Association. Hilton Milwaukee City Center, MO. Cost $999 members, $1,199 non-members. Call (212) 790-1500 or visit DMA.

August 8-10 Direct Marketing Institute, presented by The Direct Marketing Association. Allerton Crowne Plaza, Chicago. Cost $1,499 members, $1,799 non-members. Call (212) 790-1500 or visit DMA.

August 24 PMA LA Chapter Mixer Event: Red Hot Marketing Connections, presented by the Promotion Marketing Association. The Los Angeles Athletic Club, CA. Cost $45 members; $55 non-members. Call (212) 420-1100 or visit PMA.

August 24-25 Media Seminar, presented Paragon Media, Inc. Onmi Hotel, Chicago. Cost $1,295. Call (212) 704-9965 or visit Paragon Media, Inc.

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