Coke Targets Young Demo with 20-Day Music Festival - Event Marketer

Coke Targets Young Demo with 20-Day Music Festival

DB_Silver_Coke_2006 Ex
Brand: COCA-COLA
Agency: THE PROMARKET GROUP
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (CONSUMER)
Year: 2006

Coke Israel wanted a music-based event that would target the 15-to-25 age bracket and highlight its brand messaging to a larger audience. The third annual Coca-Cola Music Village event was a 20-day festival of live music performances—a gigantic, free beach party with the Mediterranean Sea as the backdrop. A commercial center, flea market, dance floors and beachfront cafés complemented the performance stages. And the stages were rockin’: Top local acts entertained during daytime hours, while headliners and dance parties took over into the wee hours of the night.

More than 120,000 attended the party. An incredible 21 percent of Israel’s 14-to-21 set said they had attended or knew someone who had. Media exposure was also impressive, with 27 percent of Israel’s teenagers and 32 percent of adults ages 18 to 24 tuning in to broadcasts of the event.

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