Sky Digital viewers are asked to enter codes from packs of Coke on the website. In return they receive music credits, which can be exchanged for CDs. A prize draw will give away backstage passes to Coca Cola Red Room events taking place across the UK in locations such as Brighton, London, Cardiff and Manchester.
To register for the promotion, viewers have to hit the red button on their remote control to enter the dedicated Coca Cola "Txt for Music" area, which has been built and hosted by Sky Interactive.
Sky controller of interactive advertising Robert Leach said: "The use by Coca-Cola of interactive advertising is a major endorsement for this fast-growing medium. This is an innovative and integrated cross-platform campaign that highlights the potential of interactive TV to initiate dialogue with consumers."
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