Coca-Cola is running a txt for music' campaign across 200 million special cans and bottles from next month.
Breaking on March 2 across Coca-Cola and Cherry Coke, the promotion will offer consumers the chance to collect CD singles and albums and win backstage access to a series of live Coca-Cola Red Room' sessions.
Introducing a special text-to-collect' marketing mechanic, consumers will be able to build a virtual bank account of music credits' by texting in or entering unique on-pack codes on the internet.
Credits will then be exchanged for discs featuring a wide range of artists.
The special packs will be available for two months and will be promoted through teen and music magazine titles such as Smash Hits and Kerrang!.
Norman Brodie, marketing director for Coca-Cola Enterprises, said: "We are investing heavily in this promotion."