Diet Coke + RSS = Advertising Triumph

When you fuel programmers with Coke, you get code. What happens when you fuel Diet Coke with RSS? You get an advertising success story:
http://www.imediaconnection.com/content/7296.asp

This from iMedia:

Diet Coke's recent online campaign, "On a Lighter Note," sheds light on the future of RSS advertising in an integrated campaign. While much of the advertising world, including [himself], were pondering ad opportunities within RSS feed readers, Reuters was quietly closing a deal with Diet Coke to push RSS into banner ads. Since only a small fraction of the internet audience use feed readers (three percent, according to an August report from JupiterResearch), applying RSS in banners on heavily trafficked websites should extend the technology's reach.