MUMBAI: With a view to seek new ideas to engage with teen audiences that integrates brand into content, Coca-Cola is co-sponsoring a new category in MIPTV‘s Content 360 cross-media competition.
 
Launched in partnership with Ogilvy, Coca-Cola is looking for projects ranging from TV and web movie series to a mobile application, game and social network activity.
 
The winning idea will receive a contract of minimum 10,000 euros to develop the idea further with Ogilvy and Coca-Cola.
Said MIPTV‘s director of digital media Ted Baracos, "Ogilvy has been a loyal partner of Content 360 for four years now and has been particularly active in encouraging its clients to participate.
 
"Coca-Cola‘s interest in creating a new competition category in the Content 360 Challenge, highlights the growing importance of branded content and advertiser-funded programming at MIPTV, and its tremendous potential for driving creativity for today‘s multiplatform youth audiences."