Coca-Cola to boost online third sector communications for Haiti single

17/02/10

Written by Isabel Griffith.

Coca-Cola will use its third sector communications channels to promote We Are the World 25 for Haiti, a song set to benefit the victims of the Haiti earthquake.

Organised by producer Quincy Jones and songwriter Lionel Richie, the track features scores of famous performers, including Pink, Celine Dion, Usher, Akon, Barbra Streisand and Bono and will use the internet to spread its message.

The soft drinks manufacturer has announced it will use its digital channels to improve charity communications for the cause, including linking to its website from its Facebook, YouTube and Twitter pages, as well as its main website, Look to the Stars reports.

'Spreading the word about this great program is something we can do quickly and effectively by activating Coca-Cola's powerful communications network,' said Katie Bayne, the company's chief marketing officer for North America.

According to the firm, it will also send text messages to some 15 million customers signed up to its My Coke Rewards scheme to encourage them to view the official video for We Are the World 25 for Haiti.

Donations made towards the charity single will go to the We Are The World Foundation.

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