World Television, the leading video communications company for corporations and governments, last week launched Multimedia News Releases to promote the unveiling of The Coca-Cola Company’s new and eagerly awaited television advertisement for its ‘diet Coke’ and ‘Coca-Cola Light’ brands.
The global premiere of the ad, ‘hello you’, featured Europe’s number one selling artist of the moment Duffy. It aired during the live broadcast of the BRIT Awards 2009 on 18 February and celebrates women in the 21st century taking control of their lives. With ‘hello you’, The Coca-Cola Company aims to replicate the success of its landmark campaign of the 1990s – the celebrated ‘diet Coke Hunk’.
In order to achieve widespread coverage of the launch across Europe, The Coca-Cola Company commissioned World Television to provide a tailored media relations solution. World Television filmed interviews with Duffy, spokespeople from The Coca-Cola Company, creative agency Mother and Marie O’Riordan, former editor of Marie Claire magazine, and incorporated them into a Multimedia News Release (MNR). The MNR also contains behind-the-scenes B-Roll footage and a broadcast-ready Video News Release package, which sits alongside a press release promoting the launch and an image gallery containing numerous high resolution stills.
Two different versions of the MNR, one for ‘diet Coke’ and one for ‘Coca-Cola Light’ were distributed out to key European broadcast and online journalists. Video content was also pushed out to 15 top video-sharing portals – including Yahoo! Video and YouTube – via Push360, World Television’s online video distribution service.
Senior Producer for World Television, Magnolia Lowe said, “It was fantastic working together with Coca-Cola on this project – we are excited to be able to play a part in making this advert as successful as the ‘diet Coke Hunk’ campaign before it. And anecdotally, the coverage we’ve received thus far highlights how successful the media uptake has been.”
To view the MNRs visit:
- Diet Coke: http://video360.world-
- Coca-Cola Light: http://video360.world-
Since starring in the advert, Duffy has gone on to win three accolades in the prestigious BRIT Awards 2009 for Best Female, Best Album and Best British Breakthrough Act. The song accompanying the ad, a cover of Sammy Davis Junior’s ‘I gotta be me’, will potentially be released as a single at a later date.
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