LONDON (AdAge.com) -- Coca-Cola has signed up buskers to sing its familiar festive jingle "Holidays Are Coming" to a captive audience of the London Underground's 3.5 million daily Tube riders.
In a deal with the London Underground, Coca-Cola will sponsor the licensed busking scheme in the run-up to Christmas. Singers and musicians at stations around the network will be given sheet music or CDs so that they can perform the official holiday song.
It will not be compulsory for the buskers to perform the song, but Coca-Cola is planning to provide incentives to the entertainers to sing "Holidays Are Coming" as often as possible. The song will also be heard on TV spots throughout the festive season.
Here's an old spot featuring the song:
The contract with Transport for London lasts from Nov. 30 to Jan. 4 and will see buskers performing on 33 Coca-Cola-branded pitches at prime spots on the London Underground.
Cathryn Sleight, marketing director for Coca-Cola Great Britain, said, "Coca-Cola has a rich history in festive advertising, and we are looking forward to sponsoring the [Transport for London] licensed busking scheme, supporting buskers as they serenade commuters and shoppers alike."
Marketers and agencies rethink their work out loud at the 10th annual Ad Age Digital Conference. What is advertising now -- an ad or an experience? How does it get done -- and by whom? We hash out pressing industry issues like ad blocking, ad fraud, and kickbacks. We set the agenda for the year ahead. Save $400 before February 19.Learn more