Heavy metal band Metallica was in Antarctica earlier this week, becoming the first band to perform in all seven continents. The concert, sponsored by Coca-Cola, was part of the brand's Música Zero initiative. Coca-Cola tied up with the band to stream the concert on www.coca-cola.tv
in select countries.
Coca-Cola offered fans from several Latin and South American countries an opportunity to be part of a sea expedition to Antarctica. Winners were chosen through a contest.
Diego Luis, senior brand manager, South America, Coca Cola Zero, said, “Música Zero is a dream come true: a unique and unrepeatable experience for all of us who had the opportunity of living this milestone in the history of music, in the life of the fans and in Coca-Cola Zero’s journey. We succeeded in making the impossible possible."