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COCA-COLA JOINS WITH "WE ARE THE WORLD 25 FOR HAITI" TO AMPLIFY THE MESSAGE BEHIND THE MUSIC
For 24 hours, Starting Friday at 9 p.m. ET, Coca-Cola Will For the First Time Devote Its Outdoor Digital Advertising Network to a Single Cause: Raising Awareness for "We Are The World 25 For Haiti"
Combined with Messaging to My Coke Rewards Members and Coca-Cola Fans on Facebook®, the Effort Will Invite 25 Million People to Download and Donate
ATLANTA, February 12, 2010 - Twenty-five years ago, the iconic recording, "We Are The World" generated millions of dollars to help ease suffering in Africa. With a contemporary version of the song being released today to aid the victims of the earthquake in Haiti, Coca-Cola will be doing its part to support the cause.
"When we heard about Quincy Jones and Lionel Richie's incredible plan to re-record 'We Are the World 25 For Haiti' to benefit earthquake relief in Haiti, we knew instantly that Coca-Cola had to be involved and help however we could," said Katie Bayne, Chief Marketing Officer, Coca-Cola North America. "Spreading the word about this great program is something we can do quickly and effectively by activating Coca-Cola's powerful communications network."
Coca-Cola is joining forces with AEG Live, Group M Entertainment, Fremantle Media Enterprises, iTunes Store, YouTube, and Visa to help amplify awareness for "We Are The World 25 For Haiti." Beginning today Coca-Cola will use a variety of assets to encourage millions of people across the United States to tune into the television broadcasts of the "We Are The World 25 For Haiti" video and to visit
http://www.WORLD25.org to download the song and support those in Haiti. Downloads will also be available on iTunes, and through a partnership with YouTube, the video will be viewable on the "We Are the World 25" YouTube Channel (
http://www.youtube.com/wearetheworld). Immediate donations will be made possible by clicking on the "Donate Now" button on YouTube or by downloading the song on iTunes.
"The We Are The World Foundation, our partners, and all of the artists who participated in the recording of 'We Are The World 25 For Haiti' are thrilled that The Coca-Cola Company has joined with us in our commitment to bringing relief to the country of Haiti and its people," said Jones. "Coca-Cola's involvement in this vitally necessary endeavor is a re-affirmation of my belief that if we all use our resources collectively, we can bring about great positive change in the world and improve the lives of our fellow man."
"As producers, Quincy and I helped to create an incredibly compelling piece of contemporary entertainment that will serve, in part, as a social instrument for relief and rebirth for the island nation of Haiti," said Richie. "Director Paul Haggis gave our participating stars the visual platform that showcases their immense talents and hearts. When organizations like Coca-Cola join us and our other corporate partners in our quest to get this message out, how can we fail? The marketing collateral and assets that Coca-Cola is providing to this effort underscore how corporate participation can have a profound effect on the support we need from millions of people who care."
Coca-Cola will share the "We Are The World 25 For Haiti" message in multiple ways across a network of assets that have the combined power to connect with almost 25 million people:
•Coca-Cola Digital Network (CDN): For the first time ever non-stop messaging will be carried across Coca-Cola's 29 electronic billboards located in 20 major cities. From 9:00 p.m. ET on Friday until midnight Saturday, the boards will display the "We Are The World 25 For Haiti" logo and remind people to view the video and visit the website to download the song or purchase the DVD.
•Times Square Spectacular: "We Are the World 25 For Haiti" messaging similar to that featured on CDN will run on the famous Coca-Cola sign in Times Square.
•My Coke Rewards: Emails and texts encouraging people to view the video and visit the website will be sent to the 15 million members of My Coke Rewards. Visitors to
http://www.mycokerewards.com will also be able to get their first look at the "We Are The World 25 For Haiti" logo and link to the website to download the song or buy the DVD.
•Coca-Cola Fan Page on Facebook: News about "We Are The World 25 For Haiti" will be shared with the more than 5 million Coca-Cola fans on one of Facebook's most popular fan sites. Fans will be invited to visit the website and download the song or purchase the DVD.
•Social Networking: Celebrities and athletes that are part of the Coca-Cola Family will be using their websites, Facebook pages and Twitter feeds to encourage people to join them and Coca-Cola in supporting "We Are the World 25 For Haiti."
Supporting "We Are The World 25 For Haiti" is part of Coca-Cola's long-term commitment to helping make a difference in the lives of others and encouraging people to get involved themselves. Already in 2010, Coca-Cola has initiated marketing efforts to help benefit the Boys & Girls Clubs of America, Special Olympics and American Red Cross.
"Knowing they are helping to give back is part of why people choose to drink Coca-Cola," continued Bayne. "By sharing the important message of "We Are The World 25 For Haiti" with such a vast audience we know we can help enlist many others to joining us in making a difference for those in Haiti."
In addition to support for "We Are The World 25 For Haiti," the Coca-Cola System is helping aid disaster relief in multiple ways. Efforts include donations of thousands of case of water and other products in Haiti, monetary donations from Company associates around the world to their Coca-Cola colleagues in Haiti through The Coca-Cola Company's Global Disaster Relief Fund and a total contribution of $2 million to the American Red Cross and Latin American Red Cross.
http://www.thecoca-colacompany.com/presscenter/nr_20100212_haiti.html
