| An Adweek.com report suggests that a second Pepsi-iTunes promotion may be scheduled for next year, as TBWAChiatDay's Southern California office has landed a new assignment for SuperBowl 2005 advertising: "Five months after BBDO launched the Pepsi iTunes promotion on the Super Bowl, TBWA/Chiat/Day's Southern California office is getting a crack at the assignment, landing the estimated $15-20 million business without a review, sources said last week. The effort, slated to break during the game next year, will run through the spring. Sources said the reason for the switch was that Apple CEO Steve Jobs wanted the Apple agency to do the work so he could have more of a say in its creation." 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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