Nine partners Coles for One Direction gig

The big deal can now be mentioned: Nine Entertainment Co. has signed a partnership with Coles making it presenting partner of the 2013 local tour of the supermarket's latest coup, UK boy band One Direction. Get ready for a Twitter meltdown.

The band comes to Australia through the Nine Live promoter business in conjunction with Coles and One Direction's management team, Modest! Management.

At the forefront of the partnership is a six-week in-store competition, which launches nationally today. Social media has already been driven crazy by the prespect. Just see the @adnews feed from Monday.

Now Coles shoppers the chance to win one of 10,000 tickets to an exclusive One Direction concert in Sydney on 6 October. It's a matinee gig.

Coles has kicked off a series of 30-second TV ads, along with print and digital executions to help spread the word. The agency behind the campaign is Coles' long-standing creative partner, Big Red.

The supermarket's group marketing director, Simon McDowell, said that the deal with One Direction was "just another step" towards building the "most compelling, engaging and unique brand in Australia".

The deal was hinted towards on Monday by Coles by sending cupcakes which had icing decorations spelling out the band's iconic hit, 'That's What Makes You Beautiful'. It was accompanied by the not-so-mysterious hashtag #Coles1D, which after a quick search, revealed a Tweet from its general manager marketing communications Tony Phillips saying he had just met the band to film footage for its "huge promotion".

Prior to the teen sensations, Coles had worked with ageing UK rockers Status Quo to re-record some of its greatest hits, but replaced original lyrics with Coles products and slogans.

Maybe a mash-up between the veteran rockers and the 1D boys beckons?

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