Coke Pumps Up Exercise TV
by Staff -- Multichannel News, 1/6/2008 7:00:00 PM
Los Angeles — Video-on-demand service ExerciseTV has poured a two-year sponsorship deal with Coca-Cola North America.
Taking effect on Jan. 1, the deal, terms of which were not disclosed, will encompass a number of the beverage giant’s brands and manifest in the way of co-created original programming that will integrate messaging and product attributes.
Additionally, customized brand-message integration, product placement and signage will be featured on extant ExerciseTV original and non-original programming.
Exclusive content will also be presented on MyCokeRewards.com.
The service, available to more than the 20 million digital-cable subscribers through the VOD platforms offered by Comcast, Time Warner Cable, Cox Communications Inc. and Bresnan Communications, as well as through www.exercisetv.tv presents leading fitness videos, round the clock.
“Coca-Cola continues to make great strides in educating the public about the importance of exercise and how its broad range of products can benefit health-conscious consumers,” said Jake Steinfeld, founder of ExerciseTV, in a statement. “Our partnership with Coca-Cola blends ExerciseTV’s expertise in the fitness field with Coke’s incredible marketing, and the final result is fun, entertaining and integrated programming that will help consumers achieve their fitness goals.”
Noted Greg Downey, group director of entertainment marketing, Coca-Cola North America: “Our partnership with ExerciseTV is ideal because it clearly demonstrates how our broad portfolio of brands fits naturally into a balanced and active lifestyle. The opportunity to create original content appealed to us and we think consumers will enjoy the results of these efforts.”
