Coca-Cola and Clear Channel Radio have recently announced a partnership that will focus on branded venues and streaming concerts. The action begins in Dallas, where two venues – the Tab Energy Lounge and Full Throttle Garage – have opened their doors. Each location, which accommodates a small crowd, takes its name from a high-energy drink from Coca-Cola. Dallas area Clear Channel Radio stations will offer giveaways to various mini-concerts, and the action will also be streamed on station websites. Similar rollouts are expected in other cities across the United States.
The partnership is a creative branding play for Coca-Cola, and part of a larger effort to establish a deeper connection with music fans and younger buyers. Randy Meza, director of Marketing Activation for Coca-Cola in the Southwest Region, pointed to a program that “combines music and energy in a relevant experience,” while delivering value “not only for consumers but our retail partners as well.”
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