The innovative 'Coca-Cola' TXT FOR MUSIC on-pack promotion will be in stores, across 'Coca-Cola' and 'Cherry Coke', for two months from 2 March 2003. The promotion will feature both established artists and breaking acts from a cross section of musical genres and record labels, including Mis-Teeq, Feeder, Busted, Kym Marsh, Sonique, Harry, Kelly Llorenna and Zena.

The promotion developed by bd network and Flytxt is Britain's first ever mobile phone based credit collection mechanic and the largest on-pack text promotion ever executed. Consumers can build a virtual bank account of 'Music Credits' by texting in or entering unique codes via the web from over 200 million special cans, bottles, and packs of 'Coca-Cola' and 'Cherry Coke'. Credits are then exchanged for limited edition music content from a choice of 8 CD singles and 5 compilation albums from Pop, Rock/Alternative, Dance and Urban genres.

In addition, consumers can instantly win backstage tickets to a series of LIVE 'Coca-Cola' Red Room Sessions featuring a number of leading artists. The eight exclusive events have been coordinated by Emap Performance. Concerts will take place at secret venues in London, Manchester, Brighton, Cardiff, the Midlands, the North-East, East Anglia, and Scotland.

Additional tickets to the 'Coca-Cola' Red Room Sessions will be available through national and regional media competitions running from March onwards. Emap Performance will also support the promotion across its radio, magazine and TV brands including Smash Hits, Sneak, Heat, Kerrang!, Mixmag, Q and Kiss 100. Each of the special gigs will also be filmed and shown on Emap TV Channels.

Charlotte Oades, Marketing Director CCGB and Ireland says: "Text messaging is now an everyday part of people's lives, therefore we wanted to incorporate an innovative text mechanic into our biggest British live and recorded music promotion yet, offering consumers access to a variety of exclusive musical experiences and limited edition material from both established as well as emerging UK artists."

John Donnelly, Managing Director of bd network comments, "This is a truly mould breaking initiative. It allows the consumer to interact instantaneous with the 'Coca-Cola' brand - they can consume, participate, and redeem all on the go, via their mobile - no need to send in ring pulls. Again Coke have lead the way, watch for others to follow!"

Mark Crossingham, Managing Director of Universal Music Consumer and Media division, comments, "This is a fantastic opportunity for our artists with regards to both promotion and marketing to associate with a brand such as 'Coca Cola', which has universal appeal and major presence on the High Street. The text-messaging mechanic is 'spot on' for young consumers, as it is part of their daily lives and the way they communicate. Now 'Coca-Cola' is bringing them a wide range of access to the hottest acts courtesy of their mobile phone."

The wireless expertise behind the campaign is provided by Flytxt. Carsten Boers, Head of Client Services at Flytxt says: 'This campaign is simply the largest and most sophisticated campaign that both Flytxt and the wireless industry has undertaken to date. We are extremely excited and proud to be delivering this highly complex loyalty and relationship marketing campaign, for such a significant brand.'

Mechanic Detail

The launch is one of the largest and most sophisticated on-pack text and web sales promotion campaign the industry has ever seen. Promotion will be running on over 200 million packs, the promotion moves beyond the 'text and win' formula, guaranteeing loyal consumers prizes via a new 'txt 2 collect' music credit point collection scheme.

The campaign aims to drive registration via an instant win competition and also reward consumers via a music credit collection scheme, where music credits can be exchanged for limited edition CDs.

The promotion runs from when packs hit the shelves on the 1st March to the end of August 2003. Coke drinkers first register either via their mobile or via a specially constructed Coke website. By registering, players automatically take part in an instant win game, where exclusive backstage gig tickets are up for grabs. Players can then collect music credits, by entering one of the 200 million unique codes, found under the ring-pull on cans and on the reverse of bottle labels, either via their mobile or the web.

Once 25 credits have been collected, players can exchange them with one of a range of limited edition CD singles. After 50 credits have been collected, players can trade them for a CD album. In order to redeem and be sent their prize, players send in their full address details either via SMS or the web. Coke drinkers are up-dated with how many credits they've collected via a bounce-back text, every time they text in a unique code. Players can also find out their credit balance by inputting the word 'balance'.