Coke’s holiday strategy leans towards streaming with Prime Video feed | Bot To News

Dive Brief:

  • Coca-Cola is promoting a collection of short films on Amazon Prime Video as part of its holiday marketing this year, according to a news release shared with Marketing Dive.
  • The series comes as a new “Real Magic Present” extension of the “Real Magic” brand platform introduced by the soft drink marketer in 2021. Created with Brian Grazer and Ron Howard’s Imagine Entertainment, who teamed up to produce “Christmas Always Finds Its Way.” Prettybird Company for the project.
  • WPP’s OpenX and Gray also supported the push led by Coke’s Latin American arm. Marketers like Coke are evolving their content marketing and product integration strategy as ad-free and ad-lit broadcasters conquer linear TV.

Diving Insights:

Coke is expanding its “Real Magic” concept into the realm of streaming entertainment with a new “Real Magic Presents” unit and a series of three short films. The collection, “Christmas Always Finds Its Way,” released on December 7, highlights diverse storytellers and a shared theme of human connection.

The beverage giant makes frequent media plays around the holidays A strong historical connection To Santa. But many of the traditional ad-supported levers for reaching consumers are dwindling, and marketers are grappling with a tough economy. Withdrawals affecting channels including TV.

“Real Magic Presents” focuses less on the products and instead emphasizes the entertainment value and sentimentality, which can be awarded by annoying shoppers trying to distract. The initiative involves world-renowned filmmakers including Vellas (Brazil), JB Broad (France) and Alex Buono (US).

“Alma,” short for Velas, a Mexican city famous for its Christmas decoration production, is regaining its seasonal spirit after a period of depression. Braud’s “Les Petits Mondes De Noël” is set in Paris and appropriately takes on a romantic angle, depicting an estranged couple rediscovering their spark while working on window displays in neighborhood stores. Buono’s “Christmas Bites” leans toward comedy, showing a vampire meeting his girlfriend’s parents for the first time — along with confronting his rival, Santa Claus.

Prime Video subscribers can get the content, and Amazon is deploying several promotional tactics to drive awareness. The e-commerce giant’s Fire TV and IMDb properties sell advertising through branded content, while custom Amazon Fresh bags bring a physical component. Twitch, the company’s live-streaming service, also serves as an addition to watching events in Europe.

Amazon has beefed up its branded offerings for Prime Video as advertising becomes a big growth driver. Marquee programs like the NFL’s “Thursday Night Football” have attracted more marketers, and experiments like “Real Magic Presents” show how deep-pocketed brands can be activated on the platform without relying on advertising.

“This program illustrates growing opportunities to create new types of entertainment content and engage audiences in enhanced and enriched ways,” said Tanner Elton Coke, vice president of US sales at Amazon Ads, in a press release surrounding the release.

Amazon’s The advertising sales segment grew 25% year over year Reached $9.5 billion in the third quarter, the best growth rate for digital rivals. Other broadcasters welcome advertising to generate more revenue in a tight market. Netflix It launched its ad-supported tier in November A similar option from Disney+ goes live today (Dec. 8).

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