P2P and Ne-Yo go better with Coke

Filed in archive Marketing on April 19, 2006

Coca-Cola has created Stageside.tv as a platform for entertainment videos. Stageside includes P2P links so that files can be shared on the top P2P networks. The P2P effort is supported by Coca- Cola and Island Def Jam, and co-ordinated by the Jun Group.

Jeff Straughn, Island Def Jam VP of strategic marketing said "We see this as the first step in the direction of embracing P2P networks. It's given us tremendous viral exposure we wouldn't have gotten through traditional means."

The first Stageside artist is rap artist Ne-Yo, whose latest album entered The Billboard 200 at No. 1 six weeks ago. Coca-Cola features its logo in each video and will update Stageside with a new artist every 90 days.

The web site offers direct downloads. So the P2P offer is oriented to regular file sharers who might stumble on such downloads in their searches ... provided the files are seeded on the networks.