News Column

Coca-Cola and BET Networks Join Forces to Preview Talented Teens

June 18, 2013


Coca-Cola and BET Networks said they are heating up the season for talented teens by offering an exclusive opportunity to perform with young hip-hop star Diggy on the No. 1 video countdown show on TV.

According to a release, for the fifth year, Coca-Cola will be the exclusive on-air and digital sponsor of BET Network's "106 & PARK's Wild Out Wednesdays," setting the stage for amateur artists to showcase their talent in a competition to win the title of All-Star Series MVP. The 10-week program started June 13 and runs through September 30, with the winner receiving a once-in-a-lifetime opportunity to perform live with Atlantic Records artist Diggy on the "106 & PARK" stage in the fall.

"Coca-Cola, music and happiness have forever been entwined," said Lauventria Robinson, Vice President, Multicultural Marketing, Coca- Cola North America. "Through our long-standing partnership with BET Networks, we give teens new and innovative ways to bring to life their enthusiasm and excitement around music, and the ultimate rewards and feelings of satisfaction it brings to them."

"'106 & PARK' is the most popular music video countdown show on cable and will be one of the most creative and unique platforms for Coca-Cola to help teens showcase their talents by performing on the hottest stage this summer," said Raymond Goulbourne, Executive Vice President of Broadcast Media Sales at BET Networks. "We are proud of our strong partnership and mutual focus on giving amateur African- American artists a chance to advance their dreams and ambitions."

The Companies noted that BET Networks partnership is part of the Coca-Cola "AHH Effect," a multidimensional interactive digital campaign that showcases all of the qualities of Coke by bringing to life 61 dimensions of "AHH" through a range of digital experiences, from games and films to GIFS. The goal of the campaign is to capture the happiness, satisfaction and delicious refreshment that one experiences after drinking an ice-cold Coke.

Additionally, Coca-Cola will give one lucky winner a trip to New York City to attend the "106 & PARK" taping and see Diggy perform in September. Teens can head online to enter. Teens can also learn more about the "The AHH Effect" by going online.

The Coca-Cola Company is a beverage company.

BET Networks, a subsidiary of Viacom Inc., is a provider of quality entertainment, music, news and public affairs television programming for the African-American audience.

"106 & Park" is a music variety show on cable.

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