iTunes drums up marketing ties.(News)(Apple Computer Inc. iTunes Music Store)(Brief Article)(Column)

Advertising Age, July, 2005 by Frazier, Mya

Byline: Mya Frazier

ITunes has become hot marketing currency, with companies from Pepsi and Gap to 7-Eleven offering free downloads in promotions.

"If you want to be hip and stylish and in-line with Generation Y, get yourself attached to the iPod or iTunes in any way you can,'' said Gary Peterson of San Diego market researcher Gap Intelligence (no relation to the retailer).

In return for loaning its cool to other marketers, Apple ends up with a load of free media, from Pepsi's 2005 Super Bowl ads to The Gap's fall campaign. And with digital music still in its infancy, Apple is driving usage at iTunes and winning converts. Its share of digital downloads in 2004 was 67%, according to NPD Group, but during promotion periods such as the one with...

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