Having chipped in to Spotify‘s latest funding round, Coca-Cola is now preparing to make greater use of the streaming music service in its marketing campaigns for 2013. “You are going to see Coke creating experiences on Spotify, using the technology and music content,” director of global entertainment Joe Belliotti tells AdWeek. “It will involve supporting TV commercials, PR, visuals and shopper programs — a whole integrated campaign coming to life.” Coke is also putting some real promotional oomph behind Spotify in some countries: the article notes that Spotify has been advertised on 100m Coke bottles in Australia in the last five months, with a similar campaign in Germany. “It’s going to be interesting to see how Spotify accelerates our global music strategy, and how the brand can facilitate that conversation where people discover music and share it amongst each other,” says Belliotti.

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