3/31/2006

Coca-Cola is eschewing tradition for the cutting edge by encouraging the spread of its new campaign -- "Welcome to the Coke Side of Life" -- through Internet file sharing sites. As part of this viral branding effort, Coke is urging consumers to spread the content of its branded music and entertainment Web site, Stageside.tv.com, which will showcase R&B crooner Ne-Yo as its first featured artist.

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New York Post

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