Coca-Cola Partners with BET This Summer to Ask African American Teens "What's Your Formula?"
Teens Encouraged To Submit Video Expressing Their Individuality
ATLANTA--(BUSINESS WIRE)-- What's your formula? That's the question Coca-Cola is asking as it launches its summer program celebrating African American teens' passion for self-expression and connectivity. Coca-Cola is partnering with one of Black Entertainment Television's (BET) most popular properties -- music series 106 & Park -- to bring the program to life.
Beginning now and running for 13 weeks, teens tuning in to watch 106 & Park will be asked "What's Your Formula?" Teens will be encouraged to submit video entries to www.bet.com/mycokerewards describing their "formula"...in other words, how they express themselves and what makes them unique. The winning entry will receive a trip to visit the set of 106 & Park in New York City. To complement the promotion, Coca-Cola is also hosting the Studio Red Room during 106 & Park's weekly talent show "Wild-Out Wednesday." Interviews and unique content from the show will be featured on www.bet.com/mycokerewards, giving teens behind-the-scenes exclusive access to the program.
"Our partnership with BET provides us the opportunity to connect with teens in a meaningful way by delivering a relevant program that will make them feel empowered, inspired and unique as they find their formula for success," said Yolanda White, assistant vice president, Coca-Cola North America.
"We're thrilled to be partnering with Coca-Cola on this exciting new program for our 106 & Park audience," said Alvin Bowles, senior vice president, Integrated Marketing, BET Networks. "BET is committed to providing our viewers with ways to express who they are, what they stand for, and what they're aspiring to become, so the 'Coca-Cola What's Your Formula?' promotion is a great chance for them to do just that."
Rounding out the partnership is an opportunity for teens to win a chance to attend the BET Hip Hop Awards. To enter, teens purchasing 20-ounce bottles of Coca-Cola and Coke Zero from June 1 - August 31 can text the under-the-cap code plus the word "BET" to 844778 (THIRST) to be entered for a chance to win a trip to the show's taping in Atlanta in October.
"We designed this partnership to refresh teens in a way that only Coca-Cola can do by leveraging their number one passion point - music," said White. "They will experience an uplifting and fun summer program that is yet another example of our commitment to engaging African American teens with our brands."
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at www.thecoca-colacompany.com.
About BET Networks
BET Networks, a division of Viacom Inc. (NYSE: VIA, VIA.B), is the nation's leading provider of quality entertainment, music, news and public affairs television programming for the African-American audience. The primary BET channel reaches more than 98 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom and sub-Saharan Africa. BET is the dominant African-American consumer brand with a diverse group of businesses extensions: BET.com, a leading Internet destination for Black entertainment, music, culture, and news; BET Digital Networks - BET J, BET Gospel and BET Hip Hop, attractive alternatives for cutting-edge entertainment tastes; BET Home Entertainment, a collection of BET-branded offerings for the home environment including DVDs and video-on-demand; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET in the United Kingdom and oversees the extension of BET network programming for global distribution.
Source: The Coca-Cola Company
Released June 3, 2009