Nowadays, the online radio stations a teenager finds are just for music. Yahoo! Music, Sonora, Life365 and Shoutcast are just a couple of examples: 24/7 of pure music, and publicity, of course. The traditional radio stations have the same version online, nothing different. Look at a teenager today, they depend on their iPods, cell phones, iPads, or whatever electronic device they choose: not the transistor radio or Walkman from a while ago. Coca-Cola decided to create an amalgam: a bit from traditional air radio, and a bit from online radio stations and touches of the brand, to speak directly to the teen, creating Coca-Cola FM.

Having the entire support from a brand such as Coca-Cola, we were everywhere where the brand is sold and promoted: websites, magazines, and radio stations, TV commercials, on the brand’s bottles, products and cups. A jeep with the brand and logo everywhere drove around the city promoting the radio station, on every social network, our own Twitter account, etc.

We have an average of 15,000 listeners per day and the attention per listener is around 24 minutes, attracting teens with all kinds of music, past and present and original programs such as Hashtag, Plog, Life in Pink, and more.

9,000 followers on Twitter, and growing; we have ‘trended’ on Twitter with our events twice: Britney Spears in Colombia, and Don Tetto’s Download Concert.

We’ve created the possibility of connecting to the radio station from any mobile platform, including TuneIn, Wunder Radio and Nokia Internet Radio.9,000 followers on Twitter, and growing; we have ‘trended’ on Twitter with our events twice: Britney Spears in Colombia, and Don Tetto’s Download Concert.

The possibility of connecting to the radio station from any mobile platform, including TuneIn, Wunder Radio and Nokia Internet Radio.