Coca-Cola Co. (NYSE: KO) is ready to capitalize on the monster ratings expected for the sixth season of talent show phenomenon â€˜American Idol,â€™ which garnered 37.3 million viewers on Tuesday.
The soft-drink maker is launching new commercials and giving fans the opportunity to interact with the show. Themes of the new commercials are consistent with Februaryâ€™s upcoming Black History Month, and the â€œCoke Side of Lifeâ€ global marketing campaign which launched last year. â€˜Idolâ€™ currently commands up to $600,000 per commercial per 30-second ad according to trade magazine Advertising Age.
These initial programs are just the beginning of a full slate of marketing and innovation initiatives across our broad variety of brands, said Katie Bayne, senior vice president, for Coca-Cola brands, Coca-Cola North America. From advertising to promotions and brand launches, Coca-Cola North America has a lot happening in 2007 and this new advertising and our AMERICAN IDOL program are a great way to get things rolling.
In yesterdayâ€™s debut, the soft-drink maker launched a new ad entitled, â€œTimeline,â€ which features contributions which African Americans have made to culture, science and community. The commercial is part of a larger multimedia campaign from the companyâ€™s African-American marketing division.
The company will also launch two ads based on the companyâ€™s â€œCoke Side of Lifeâ€ marketing campaign which the company launched last year after retiring the â€œRealâ€ series of advertisements.
The commercials, which will be seen on television for the first time, are called â€œHappiness Factoryâ€ and â€œVideo Game.â€ The ads â€“ which have been floating around the Internet since last year â€“ are computer graphics based spots. feature one which gives a look inside a Coke dispensing machine, revealing a Rube Goldberg-type process at work.
The other commercial follows a character having the outward appearance of similar types found in the â€œGrand Theft Autoâ€ series of video games, except the Coke character has a positive twist.
Coca-Cola branding opportunities will also let fans submit questions to contestants online through the My Coke Rewards program website and in a separate promotion through the American Idol website, will be able to suggest new designs for the Coca-Cola cups placed in front of the â€˜Idolâ€™ judges during the competition. Contestants will also be seen on camera relaxing in the Red Room sponsored by the company.
Shares of Coca-Cola Co. rose 10 cents, or 0.21 percent, to close at $48.60 on the New York Stock Exchange.