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Originally posted on Gigaom:
Spotify unveiled a global partnership with Coca Cola (s ko) Wednesday that it says will greatly expand its international reach and exposure, giving it a boost similar to the way its Facebook integration has supercharged sign-ups and usage. Under the deal, Coca Cola will use Spotify to help power its international music campaigns, giving Coke fans a way to experience new content and music created and curated by the beverage company. Spotify, however, had no new information on an eagerly awaited iPad (s AAPL) app.
The initial signs of partnership will be a Coca Cola branded app that will appear on Spotify’s desktop app, and content from that app will also appear on Coke’s Facebook page. The app was selected from a hackathon this past weekend and will be ready in time for the Summer Olympics. Coca Cola will also utilize Spotify as part of a global music campaign next year, which will include TV, digital and other marketing efforts.
The partnership doesn’t include direct payments from Coca Cola to Spotify. But Coke is expected to increase its advertising spending on Spotify as it promotes its app and expanded content. For Coke, the deal helps it better use music to get closer to its customers. It’s got music programs around the world, from live concerts to partnerships with big events like the World Cup and the Olympics. For Spotify, it means Coke will help promote it as the service moves into new markets beyond the 13 countries it currently operates in.