07/28/2004, 7:40am, EDT
Wednesday, July 28th
Another Pepsi-iTunes promo slated for SuperBowl 2005?
Apple and Pepsi announced their "historic promotion" last fall in which they hoped to give away 100 million free songs, but the redemption rate in the Pepsi/iTunes promotion fell well short of expectations and the company only managed about 5 million free song redemptions.
The 100M song promo was launched during SuperBowl 2004: dubbed "I Fought The Law", it featured 16 real-life teenagers who were sued by the recording industry for illegally downloading music from the Internet, showing music fans a new way to freely and legally download music -- the Pepsi iTunes 100 Million Song Giveaway. The commercial was set to Green Day's version of "I Fought the Law."
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The message of the iTunes Music Store was lost amongst all the talk of piracy, RIAA, downloading, etc.
And the presentation was terrible, too. I could barely understand the primary girl with her east-coast urban drawl. Empathy, yes. Appealing, no. The only saving grace was the music, which just wasn't enough.
5mil out of 100mil is bad but 5 mil out of a possible 30-40mil that could have been redeemed is pretty good. I'm really surprised Apple is giving Pepsi a second chance after such a major and public screw up.