Major corporate branding. Cryptic cookies. Layers upon layers of authentication. Coca-Cola's latest attempt to reach tweens through location-based playlist creation and discovery has some major hurdles to overcome before mass adoption. Because Coke is available in 207 countries and consumed 1.8 billion times per day, it is the antithesis of a hip brand with which in-the-know kids want to associate. Yet Coke invested $10 million in streaming service Spotify and partnered with it to create Placelists -- a mashup of Facebook "Places" and Spotify playlists.

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