Coca Cola sponsors new Content 360 category


The Content 360 cross-media competition, which closes on 15 February 2010, has a new category, sponsored by Coca-Cola. The competition is calling for entries in six categories and is organised in partnership with the BBC, European Commission, National Film Board of Canada, Korea Communications Commission and TF1.

Entitled Engaging with teens through branded content for Coca-Cola with global advertising agency Ogilvy, it is seeking new ideas to engage with teenage audiences that seamlessly integrate the brand into content - whether that takes the shape of a TV show, a web movie series, a mobile application, a game, a social network activity, etc.

Digital creators, along with television and interactive producers, can submit their projects online and the winning idea, announced during MIPTV 2010, will receive a minimum €10 000 (about R108 000) contract to develop the idea further with Ogilvy for Coca-Cola.

“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 multi-platform youth audiences,” says Ted Baracos, MIPTV director of Digital Media.

Merging content ideas and digital innovation, Content 360 is a unique international forum and competition at MIPTV, which supports and stimulates the development of cross-media content creativity.

It enables Internet & mobile producers, interactive agencies and digital designers to pitch their original ideas directly to leading broadcasters, agencies and brands, meet the global TV industry and access financing opportunities. It also is designed to provide an exclusive context for all media companies to advance their cross-media strategies and to develop new ways to captivate and engage audiences across all digital platforms