After sports marketing the largest area of company sponsorship is in the entertainment industry. Companies interested in sponsorship have two main options. Firstly, they can buy into an existing event and accept the restrictions and guidelines placed upon them by the event organisers. Alternatively, they can create there own event. Such is the case with the Coca Cola "Live and Local" tour. By creating their own event they can control every element of the promotional …
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…Cola is trying to promote to its target audience is that: Coca Cola are big supporters of the Local Music scene. So much so that they are bringing local bands to your local venue and giving you free tickets to watch them. Obviously we aren't as passive in our media digestion as they would like us to be. However through their huge budgets and continuous scheduling across many mediums this campaign has been extremely successful.