Coca-Cola Joins MIPTV Content 360 Competition

PARIS: Coca-Cola is co-sponsoring a new category in MIPTV’s Content 360 cross-media competition, seeking new ideas to engage with teen audiences that integrates the brand into content.

Launched in partnership with Ogilvy, Engaging with Teens through Branded Content for Coca-Cola is looking for projects ranging from a TV or web movie series to a mobile application, game or social network activity. Digital creators have until February 15 to submit their projects. The winning idea will receive a minimum 10,000 euros contract to develop the idea further with Ogilvy and Coca-Cola.

Ted Baracos, MIPTV’s director of digital media, said: “Ogilvy has been a loyal partner of Content 360 for four years now and has been particularly active in encouraging its clients to participate. Coca-Cola’s interest in creating a new competition category in the Content 360 Challenge, highlights the growing importance of branded content and advertiser-funded programming at MIPTV, and its tremendous  potential for driving creativity for today’s multiplatform youth audiences.”