• by Karl Greenberg , July 21, 2008

Coca-Cola is launching a six-city, invitation-only music tour featuring hip-hop artist Lupe Fiasco. The "Coca-Cola Refresh Your Flow Tour," which began last Thursday in L.A., aims to attract teens 13-17.

The series, developed by the Atlanta-based company, will visit music venues in Philadelphia, Atlanta, Chicago, Washington, D.C., and New York.

Tickets to the show are free and can be had only from radio stations in markets the tour visits, as well as from participating retailers and Coca-Cola street teams traveling to teen hot spots throughout the cities. In addition, select Boys & Girls Clubs in each market will distribute tickets to Club teens.

Yolanda White, assistant vice president, African American Marketing, Coca-Cola North America, says the company has been marketing to African-American consumers for half a century. "In 2008, our overall marketing efforts have increased for African-Americans and multicultural consumers," she says.

The company will have branding and products at concerts, including "Coca-Cola City" backdrops on the stages to Coca-Cola beverages. "The concert venues are set with multiple experiences that allow teens to interact with the brand," she says.

The tour is being supported with limited-edition packaging (aluminum and vintage), a digital sweepstakes with leading retailers to win music prizes on mycoke.com. Consumers can also view hip-hop videos and vie for music-related awards on mycokerewards.com.

"We also have ads in VIBE magazine, on BET.com and urban radio. In the marketplace, we have street teams sampling our products at teen hot spots in cities across the country," she says.

"The focus for our overall African-American marketing platform is across multiple Coca-Cola brands. For the Coca-Cola Refresh Your Flow Tour, the focus is primarily on Coca-Cola Classic."