For the next three months, specially-marked bottles of Coke, Diet Coke, Sprite, Barg's and Nestea Cool will contain $5 coupons for CDs at mymusic.ca.
The promotion is worth $135 million and includes three concert trips to see one of the bands included in the fifth Big Shiny Tunes compilation CD. The mymusic coupon is good for any full-length CD.
"We expect a considerable amount of new shoppers to come to the mymusic site and take advantage of this great offer," said mymusic.ca co-founder Janice McDonald.
Though the biggest, the Coke deal is not mymusic's first cross-promotion. In the spring a similar $5 coupon was distributed in specially-marked cases of Coors Light in Western Canada. Mymusic.ca also participated in a back-to-school promotion with The Bay.
"This is the largest music partnership Coca Cola has ever undertaken," said Alison Lewis, director of marketing for Coke. "We're very excited to partner with two leading Canadian organizations that are shaping Canada's music environment, including being part of Big Shiny Tunes."
Mymusic.ca was founded nine years ago by McDonald and partner Stephen Bleeker. The site boasts hundreds of thousands of CD titles and offers an interactive format that lets users tailor the site to their own tastes when they log on.
McDonald and Bleeker also own two bricks-and-mortar CD Warehouse stores. The first was opened in Nepean in 1991 and the second two years later in Ottawa. A third is slated to open in 2001 in Kanata.