Coke goes under ‘covers’ with Much

The beverage co wants Canadian teens to unleash their 'inner superstar' with a co-branded campaign on MuchMusic and

With all the hype over 10-year-old Canadian Maria Aragon’s cover of Lady Gaga’s ‘Born This Way,’ the timing could not be better for the debut of Coca-Cola Canada’s new campaign partnership with MuchMusic, ‘Covers.’

The campaign is housed on a MuchMusic microsite and asks Canadians to ‘release your inner superstar’ by choosing one of six cover songs to perform. Contestants are asked to film their efforts – just like young Ms. Aragon – and upload their videos to the Covers microsite.

The campaign was created in partnership between Coca-Cola, MuchMusic and UM Canada in Toronto.

From March 7 to April 17, contestants can upload as many videos as they like and anyone can vote on the videos they like best. The creators of the three most popular videos will be invited to the MuchMusic Video Awards on June 19, where the winner will be announced.

The first phase of the contest will be promoted starting this week with a 45-second co-branded TV spot, an online spot on and through MuchMusic’s social media channels. The second phase, starting April 25, will be promoted with a 60-second spot (as the contestants are narrowed down) and a 30-second online spot. In the third phase, the top three finalists will be promoted each with 30-second TV spots and once the winner is announced, they will be featured in a 60-second vignette during the MMVA’s broadcast.

‘It’s a project that naturally lends itself to all platforms,’ says Brad Schwartz, senior VP, GM, Much MTV Group. ‘You’re engaging your audience to go and do something active, not to just passively sit and watch a 30-second ad, but to go actively participate.’

The contest is part of Coca-Cola’s new teen-focused global campaign, ‘Coca-Cola Music.’

With files from strategy magazine