Thursday, May 27, 2010
Coca-Cola Scores Global Hit with Campaign Anthem by K’NAAN for FIFA World Cup Sponsorship
K’NAAN, as the official programmer of the station, personally selected many of the tracks played on Coca-Cola Celebration Radio based on their upbeat tempo, celebratory style and inclusion of African artists. Listeners will also hear K’NAAN’s personal take on the celebration in South Africa as he provides daily “audio blogs” from the tournament during the 2010 FIFA World Cup. The radio station, believed to be the first digital radio station entirely supported by a single brand and created for Coca-Cola by GOOM Radio, can be downloaded as a widget and placed on social media sites, blogs and websites. Coca-Cola Celebration Radio is available at http://celebrations.coca-cola.com/. K’NAAN’s Coca-Cola anthem will be featured prominently on the radio station.
The single has been released in more than 150 markets around the world and is used as the anthem for all elements of the global Coca-Cola marketing campaign in support of its FIFA World Cup sponsorship in more than 160 countries. The song is heard on television commercials, the digital campaign website www.youtube.com/coca-cola, a broadcast documentary about the history of goal celebrations sponsored by Coca-Cola and has been performed live by K’NAAN at more than 20 stops of the FIFA World Cup Trophy Tour by Coca-Cola including concerts in Mexico City, Rome, London, Paris and Tokyo. The track is even part of the music for the EA SPORTS™ 2010 FIFA World Cup South Africa videogame title.
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