by Benjamin Potter | Creative Director, CLICKON
Partnering with iHeartMedia’s branded content division, Coca-Cola realizes the value of millennial love.
Coca-Cola have a long-standing relationship with iHeartMedia, but the beverage giant and the mass media conglomerate are now delving into the world of podcasting to target teens.
Coke is the first marketer to use iHeartMedia’s branded content arm, resulting in “iHeartRadio First Taste Fridays With Coca-Cola,” described as a source for “first tastes of the hottest new music and behind the scenes artist interviews.”
This marks iHeartMedia’s first time creating a podcast, a medium that has been revitalised following the success of “Serial”, the non-fiction phenomenon created by Sarah Koenig.
According to Gayle Troberman who is CMO at iHeartMedia, they have been discussing the power of sound as a narrative device for sometime:
“We have been talking to clients about the power of sound and a lot of clients haven’t been using sound or radio as storytelling platforms. The challenge with much of the branded content out there is giving marketers large enough reach.”
“First Taste Fridays” will reach users through iHeartRadio’s site and app, guaranteeing Coca-Cola substantial millennial ears (and not eyeballs!). Pieces of content will also air across iHeartMedia’s terrestrial radio stations.
For Coca-Cola, storytelling has always been at the forefront of their marketing since the brand’s Content 2020 plan, which was labelled “the most ambitious rethink of Coca-Cola’s web properties’ since it launched the first website in 1995.”
Coca-Cola has gone from being creatively bankrupt in 2004 to being named Creative Marketer of the Year at Cannes in 2013.
It’s no surprise that the beverage company is therefore reaching out to millennials, who no longer respond to traditional ads which are not story-driven.
“Storytelling is what a brand like Coca-Cola is all about,” remarked Joe Belliotti, Head of Global Music Marketing at Coca-Cola.
“We have done so much storytelling across print, TV, digital and social, now we are trying to bring that to radio.”
The first episode of “First Taste Fridays” debuted earlier this month, featuring a conversation between teens and Maxwell, who is the DJ on the show. The podcast included interviews, world premiers of new songs and surprise celebrity drop-ins.
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