Online Marketing - AOL Music deal: customized Britney; Pact creates content area on site, paves way for similar packages.(Britney Spears)(Brief Article)

Advertising Age, April, 2002 by Elkin, Tobi

She's young, hot and living on AOL Time Warner's AOL Music channel.

``She'' is Britney Spears, pop star du jour, snagged by AOL Music last fall for a multifaceted and exclusive online-marketing deal. The deal created a customized content area on AOL Music that features a dedicated radio station, live chat, access to songs, interviews, concert-tour information, the artist's Pepsi-Cola ads, backstage diary entries and more. AOL Music added another element to the mix via the ``Pepsi Backstage Sweepstakes'' promoting Ms. Spears' Pepsi-sponsored summer concert tour. The sweeps, which goes live today at AOL Keyword: Pepsi Backstage, offers fans the chance to win concert tickets and access unique content. Pepsi has closely tied offline advertising and retail...

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