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Channel 4 has got itself a Facebook app, VIP Me, which enables users to transform themselves into celebrities thanks to face- morphing technology. The broadcaster wants to use the app, built by digital outfit Noise Inc, to promote its new comedy series Very Important People.

Beer brand Caffrey’s has teamed up with Spotify to roll out a series of exclusive radio shows on the music-streaming platform. The four programmes will be fronted by radio and TV presenter Pete Donaldson and Alex Zane, from Channel 4′s Rude Tube. Users of Spotify’s free service in the UK will see and hear ads and homepage takeovers which will direct them to Caffrey’s campaign site where they can vote on their favourite ‘redefined’ classic songs in line with the brand tagline ‘Redefining Smooth. The most popular nominated songs will be featured on one of the Caffrey’s Redefined Classics radio shows.

Nearly half of UK consumers would like to control the type of advertising they see online and 40% want easy access to the information being shared about them, according to a report published by the IAB UK and ValueClick, based on research carried out by Kantar Media. Six in 10 UK consumers are concerned about online privacy.

I Am Playr, the online football game from social games publisher We R Interactive, has broken the 1 million monthly active users barrier, picking up an average extra 100,000 users a week during the last month alone. The game’s virtual economy has also seen Red Bull sell more than 1.5 million cans and power 45 million training drills.

Coca-Cola has allied with Spotify, but Pepsi has Twitter – the beverage brand is partnering with the microblog to provide streamed live music concerts and Pepsi will use the Pulse platform it launched last year to host the content. “Pepsi’s first of its kind Twitter music partnership will enhance consumers’ music experiences and bring them closer to what is hot in music today,” says the brand. “The Twitter partnership will kick off in the US in early May.”

Spotify users might get a whole lot of Coca-Cola branding with their music-streaming experience soon in the wake of a new strategic partnership between Spotify and Coke. The two allies say the venture will help users discover new music, plus connect with other music fans around the world. Spotify will provide the underlying technology for Coca-Cola Music globally, while Coca-Cola will integrate Spotify into its Facebook timeline.