Ogilvy is teaming up with Coca-Cola to host a contest to find the best branded content ideas at the 2010 MIPTV Festical in Cannes.
O&M France and Coca-Cola will co-host a MIPTV Content 360 competition, “Engaging with teens through branded content for Coca-Cola.”
The contest calls for ideas that will help Coca-Cola brands engage with teens relevantly through branded content of all types, from TV shows, to web movie series, mobile apps, or “advergames”.
A record 189 entries were submitted to the Ogilvy/Coca-Cola Content 360 competition. Of those, three finalists have been selected to present their ideas at MIPTV. The finalists are: Labmedia (Milan) – “Contagious Happiness”; Atlantic Studios (California) – “Bring Happiness to Life”; and, Scorpion TV (London) – “The Win Win Show.”
The winning finalist will be awarded an €10,000 development contract to co-develop their winning idea further with Ogilvy for Coca-Cola during the festival, which takes place between 12th and 16th of April.
Benoit de Fleurian, Managing Director, Ogilvy & Mather France, says: “Coca-Cola and the O&M France team have been amazed by the diversity of the submitted ideas – from entertainment programs for the TV screen and online, to games, events and mobile communities – they truly demonstrate the creativity of the industry and their understanding of the digital revolution we’re facing. We are very excited to move forward with the three selected finalists, all of whom have proposed fresh angles on Coke’s “Open Happiness” global platform that will inspire people to spend more quality time with the Coke brand.”
For the fourth consecutive year, Ogilvy & Mather is also a major sponsor/partner of the festival.
For more on MIPTV 2010, go here