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Coca-Cola: Spotify Partnership Is 'Limitless'

  |  April 18, 2012   |  Comments

McDonald's, AT&T, Intel, and Reebok also sign deals with the digital music service.

Coca-Cola wants Facebook users around the world to listen to tunes via a Spotify app on its Facebook Timeline page. It's just one small part of major brand developments announced by Spotify today, including app deals with McDonald's, AT&T, Intel, and Reebook.

For Coke, it's a global initiative that will offer various ad opportunities on Spotify's platform, such as a branded app that will be unveiled at the 2012 Summer Olympics in London. Interestingly, that app is the product of a two-day Coke-branded "hacker den" event - where developers got together last weekend in New York to pitch products on the Spotify API.

Additionally, Coke promises to advertise Spotify globally via paid media and product packaging.

Joe Belliotti, director of global entertainment at Coca-Cola, said the partnership showcases his brand's commitment to digitally engaging with music fans. "The potential for this partnership is limitless," he said in a statement.

Spotify CEO Daniel Ek disclosed the Coke deal while keynoting the Ad Age Digital Conference in New York Wednesday. In addition, his London-based company also revealed today that branded apps for AT&T, McDonald's, Intel, and Reebok were on the way. According to a report by The Verge, the branded apps will live inside Spotify's desktop app.

Spotify recently told the The Financial Times it has 3 million paid subscribers, stating that figure represents more than 20 percent of its active users. In other words, it has roughly 11 million active users of its free service worldwide.


Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

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