Spotify held a press conference today to announce a global partnership with Coca-Cola, putting the music player on the beverage brand’s page on Facebook, which has 41.3 million fans.
This will occur in time for the 2012 summer Olympic games, which Coca-Cola is sponsoring, among many others.
Spotify has been extending its reach across the web through various partnerships encouraging developers to build applications around the music streaming service. The vendor is also spreading across Facebook through the addition of the “listen” button on musicians’ pages linking to the artists’ recordings on the various streaming services. Today’s Coke announcement marks the first partnership with an entity that doesn’t already have a focus on music.
Coke’s Facebook page had been one of the first brands to demonstrate the timeline layout, and got a lot of coverage for it because of having visually stunning design. The company’s Emmanuel Seuge, head of global sports and entertainment marketing, said:
The way we engage consumers needs to go beyond our logo. If we want to cut the clutter and engage with the fans, we need to bring them value. I’m not sure we would be standing here just to talk about an advertising deal.
This arrangement furthers what Coca-Cola executives see as a tradition of incorporating music into the beverage’s advertising campaigns.
Our sibling blog Social Times attended the press event and quoted Spotify’s Chief Executive Officer Daniel Ek saying:
I can’t think of any brand that has the same amount of ubiquity in the world as Coke… A young tech company partnering with a 125-year-old company isn’t something you’d normally see, but we found that Coca Cola understood what Spotify was about, and embraced the whole idea we have about sharing across the world.