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Geoff Cottrill, group director of music for Coca-Cola North America, said the project allows the beverage marketer to "team our brand up with the Universal Music Group and their artists in a way that provides TiVo viewers exclusive content."
Recording artists Sting, Mary J. Blige, Ashanti and Leona Ness star in the "Sound Check" feature, which includes 25 minutes of interviews, music videos, behind-the-scenes footage, recording sessions and live performances. The artists are from Geffen, Interscope and A&M.
Coke's TV spots will be tagged to enable TiVo subscribers who see them to click on an icon that allows them to download the program, or viewers can get it through a trailer on the TiVo Central screen. Subscribers who choose "Sound Check" will see it scheduled adjacent to other programming they've chosen in TiVo's "Now Playing" section, an area that has no advertising, said Kimber Sterling, TiVo's director of advertising and research sales.
Interpublic Group of Cos.' Universal McCann Interactive, New York, Coke's interactive media agency, handled the media buying and planning; Interscope handled production. WPP Group's Berlin Cameron/Red Cell, a New York-based ad agency, first worked with Universal Music Group on its Coca-Cola Classic Real campaign.
TiVo, which claims 793,000 subscribers as of its second quarter, projects 1 million by year-end. The company has re-signed showcase advertisers PBS, Universal Studios, American Honda Motor Co.'s Acura, Fox Cable's FX and has attracted new ones including Fox Network, Dell and Pioneer Electronics. Mr. Sterling said TiVo scrapped its rate card, and that fourth-quarter showcases on the network are selling for up to $100,000 apiece.
Coke and TiVo declined to comment on "Sound Check" rates and production costs.