Market research
The Coca-Cola Co has teamed up with a streaming app to present live performances from musicians including Katy Perry and the cast of Broadway musical Hamilton.
The Coca-Cola Sessions will play out over 60 days
The 'Coke Studio Sessions' collaboration with #BeApp will see performances from more than 100 artists live-streamed from their homes over 60 days. #BeApp can be downloaded free for iPhone and Android devices, while the events will also be shown on Coca-Cola's YouTube channel.
"By providing 60 days of live, interactive music content, fans can share and enjoy with others, we hope Coke Studio Sessions will provide small, daily moments of entertainment as we adjust to this new normal," said Ricardo Fort, Coca-Cola VP for global sports & entertainment.
According to Coca-Cola, the company was in discussions with #BeApp prior to the coronavirus lockdown but talks were accelerated because of the pandemic. Other artists set to feature on Coke Studio Sessions include Anitta, DJ Khaled, Bebe Rexha and Miguel.
Earlier this month, the group said it was restarting brand marketing after a pause since mid-March because of the coronavirus.
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Sectors: Marketing – advertising & promotions, Soft drinks, Water
Companies: The Coca-Cola Company, Coke
