Paris : MIPTV has announced that Coca-Cola has joined the line-up of the Content 360 cross-media competition, co-sponsoring a new Content 360 “Engaging with teens through branded content for Coca-Cola,” category, with global advertising agency Ogilvy. Coca-Cola is an Ogilvy client.
Coca-Cola is seeking new ideas to engage with teenage audiences that seamlessly integrate the brand into content – whether that takes the shape of a TV show, a web movie series, a mobile application, a game, a social network activity, etc.
Digital creators, along with television and interactive producers, have until February 15 to submit their projects*. The winning idea, announced during MIPTV 2010, will receive a minimum euro 10,000 contract to develop the idea further with Ogilvy for Coca-Cola.
The Content 360 cross-media competition is calling for entries in a total of six categories, and is organised in partnership with the BBC, European Commission, National Film Board of Canada, Korea Communications Commission, and TF1.
“Ogilvy has been a loyal partner of Content 360 for four years now and has been particularly active in encouraging its clients to participate. Coca-Cola’s interest in creating a new competition category in the Content 360 Challenge, highlights the growing importance of branded content and advertiser-funded programming at MIPTV, and its tremendous potential for driving creativity for today’s multi-platform youth audiences,” says Ted Baracos, MIPTV Director of Digital Media.