In Colombia, Coca-cola promoted its online radio station Coke FM via a live concert where the audience could literally 'download' the band by downloading songs online. The stunt, via Ogilvy & Mather Bogota, saw the artists (a local band with a new album) suspended 50m above the stage. Every time the audience downloaded a song, the band played it and came down 10 meters, until they reached ground level with their fans.
The performance saw 50,000 downloads from the website in just one hour, 800% more interaction on the site and 337% more visitors. Similar concerts are now planned in Quito, Sao Paolo and Mexico City.