Pepsi 1 in 3 Free Song Campaign
The Pepsi and Apple partnership for the "1 in 3 Wins a Free Song" campaign marked a pivotal moment in digital music marketing, blending the physical and digital worlds in a way that significantly impacted the music industry. Through this collaboration, Apple achieved its goal of expanding the iTunes user base and set a new precedent for digital music consumption, proving that innovative marketing can indeed turn "selling sugar water" into a world-changing endeavor.
Pepsi sought to increase its market share and boost soda sales while tapping into the growing digital music market, aiming to create a memorable campaign that resonated with consumers. We aimed to transform the digital music landscape and broaden the reach of its iTunes Music Store, seeking new ways to attract new users and promote legal music downloads.
SOLUTION
In a groundbreaking partnership with Pepsi, Apple launched the "1 in 3 Wins a Free Song" campaign, allowing consumers to win free iTunes song downloads with their Pepsi purchases. This novel approach integrated traditional product marketing with digital music incentives, supported by a unique bottle design that engaged consumers and promoted the campaign.
RESULT
The campaign significantly boosted iTunes Music Store traffic and downloads, revolutionizing the digital music marketplace. It demonstrated the power of collaborative innovation between tech and consumer goods sectors, merging the purchase of everyday items like soda with the burgeoning world of digital music, and humorously proving that selling "sugar water" can indeed help change the world by supporting the music industry and its artists.
