Coke's "Open for Summer" campaign will kick off next week with more partners than ever. The brand has enlisted more than 200 partners, such as Coppertone and iHeartRadio, as well as more than 110 customers like AMC Theatres, McDonalds and Delta on board for the program, equivalent to the number that participated in the brand's London Olympics effort.

The campaign is organized around six "passion points:" food, waves, sports, travel, entertainment and outdoors. Coke was careful to secure plenty of partners for each category, given that offers will be updated monthly over the next four months.

"What's interesting about this summer is it's the first time in a while where we've been able to truly own summer. It's not an Olympic year, it's not [World Cup]," said Jennifer Healan, group director-integrated marketing content.

Continue reading at AdAge.com

Viggle will air its first TV commercial on Wednesday as the second-screen TV app, first introduced in January 2012, looks to move beyond word-of-mouth marketing.

The 30-second spot will run on cable TV in prime-time, late-night and afternoons starting at 4 p.m. today, Viggle CEO Greg Consiglio said, declining to describe the ad budget or identify the channels and TV shows where the commercial will appear. Viggle worked with creative agency Maude on the spot.

"We think the best way to introduce the app to people is while they are watching TV since this is the way we want people to use it," Mr. Consiglio said. Viggle will track download activity occurring during the periods when its TV spot runs and use the data to inform future marketing, he added.

Continue reading at AdAge.com