MOOV, Hong Kong’s first digital music subscription service provider, has long served the Hong Kong community with an attentive service and a superior music experience. This year, MOOV became one of the Hong Kong music partners of the world’s top beverage brand Coca-Cola – with a vision to integrate digital music into people’s daily lives. The new Coca-Cola “Share a Coke, Share a Song” campaign aims to connect people with loved ones through the power of music and lyrics. The campaign will see 72 lines of popular song lyrics printed onto special edition Coca-Cola bottles and cans, and affiliated campaign tracks made available for free listening on the MOOV website.
Coca-Cola prints 72 lyrics by various artists onto selected 330mL Coca-Cola cans, 500mL Coca-Cola, Coke Zero, Coke Light bottles and 888mL Coca-Cola bottles. By scanning the QR code on the packaging or visiting the iCoke website (www.icoke.hk), consumers can register for a free MOOV trial service and enjoy the songs affiliated with the campaign for free. The songs are divided by categories – “love”, “friendship”, “family” and “inspiration”. With lyrics searchable on the website, Hong Kongers can connect and share special moments effortlessly with their loved ones through music with appropriate lyrics. As the exclusive free listen platform provider of this campaign, MOOV provides free trial to participants to maximize the total music experience from offline to online.
As Hong Kong’s largest cross-platform digital music database, MOOV has continued to enhance various aspects of its service in order to cope with an increasingly competitive digital music space. PCCW Senior Vice President of New Media Helen Sou said, “In an age where every industry faces fierce competition, traditional marketing falls short on making lasting impressions and impact on consumers. That’s why MOOV has forged strategic partnerships with a number of lifestyle brands, like Sony, HMV and Bose. We hope to harness the power of music in connecting with our customers, bringing music into their daily lives while at the same time expanding our own, and our partners’ customer base.”
“MOOV has close ties with close to 500 international and local record companies and has extensive knowledge on music industry. We are in a great position to work with various music entities and offer free trial for Coca-Cola consumers so that they can connect with loved ones through sharing songs,” Sou continued. She believes that music is not only a universal language, but an effective communication tool between brands and consumers. Inspiring the campaign’s usage of lyrics to evoke emotions is MOOV and Coca-Cola’s common focus on the concept of “sharing.” The campaign is set to engage consumers through strengthening their emotional association with the brands.
“MOOV’s expert team of editors and music producers has created more than one thousand track lists to show the brand’s different personalities; while the track lists of this “Share A Coke” campaign will also be available for easy access on the MOOV app. At the same time, Coca-Cola will boost MOOV’s exposure at the retail level. This type of Music Marketing collaboration model is another direction for our brand development.”
A number of celebrities have already started sending their love through their lyric Coke packs on their Facebook and Instagram accounts and expressed to their fans on how to spread these messages without direct verbal communication among their own circles with #ShareACokeHK and #ShareASong.
These special edition lyric Coca-Cola bottles and cans will be available from late June until October 2015 at major supermarkets, convenience stores, kiosks and restaurants. Whether it’s a word of encouragement to a good friend or a confession to a love interest, MOOV and Coca-Cola work together to make it easy for Hong Kongers to say exactly how they feel.
View source version on businesswire.com: http://www.businesswire.com/news/home/20150813005461/en/