I'm always up for a good marketing partnership, especially one that makes sense. For instance, it's a no-brainer that sodas and movies mix well, so any sort of cross-promotional deal involving both of these cultural staples is inherently logical. Today, I've stumbled across another such association.

Microsoft (NASDAQ:MSFT) issued a press release announcing the initiation of an MSN online site called The Scenario. This site will be a destination for teens who enjoy the latest in musical trends; Coca-Cola (NYSE:KO) hopes it will be, at least, because its marketing department had a big hand in its creation. The goal here is to organically integrate the Sprite trademark into the site.

Among the goodies that teens can look forward to are promotional playlists, a radio station dubbed Thirst Radio that will feature upcoming artists, and a character named Miles Thirst who can be used with MSN Messenger. Now, does any of this sound cool to you? I visited the site: One part of me says that it does indeed seem kind of fun, while another part of me -- perhaps the older part -- just wasn't digging it exactly. Of course, a new endeavor like this needs time to work itself into the marketplace; marketers will eventually see how effective it is and what the exact return on investment (if any) turns out to be.

MSN certainly benefits from the new content, but I think the bigger player to keep one's eye on in this case is Coca-Cola (I'm a shareholder, so this instinct is natural for me). The beverage environment hasn't been kind to Coke, whose case volume has gone nowhere for too long. The stock could present some good value right now, but it will depend on better connections with consumers, especially youths. PepsiCo (NYSE:PEP) does a sound job of connecting with youths, in my opinion; Coke needs more work in this area.

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Fool contributor Steven Mallas owns shares of Coca-Cola.