Reportedly planned for some time Coca-Cola has confirmed a promotional plan in cahoots with iTunes that will see the FMCG brand sponsor the giveaway of 70 million songs through the digital music service (DMS) in a major marketing exercise that will also include Apple hardware. Only two days after drawing the shutters on its previously Window Media-powered music websites, in partnership with OD2, Coke is to close all its eight sites around Europe and instead channel everything through iTunes.

In discussing the news, Apple also confirmed that it has sold more than 200 million downloads in Europe and that an extension of the relationship is on the cards – in the form of live events.

In addition to the iTunes-powered services across Europe, Coca-Cola will attempt to tap into the social networking success of MySpace by providing a service where folks can upload and share their music.