Digital: Coke rolls out Sprite avatar on Facebook
Coca-Cola has partnered with Facebook to roll out Sprite Sips, a customisable branded character that consumers can use to interact with their friends online.
The FMCG company has launched a sponsored Facebook group to promote the
Sprite brand-building initiative, which allows internet users to create
a personalised Sprite Sips avatar.
Once they have joined the Sprite Sips group, Facebook users are
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customise their character.
Members can then use their animated Sprite Sip to contact their Facebook
friends via the social network's Poke, Pop and Flirt applications. Users
are required to interact with their Sprite Sip on a regular basis to
keep it 'happy' and avoid it 'turning against them'.
The Sprite Sips Facebook group gives users access to a range of branded
content, including photos, video clips and music, as well as discussion
boards and forums.
Members can also sign up to Sprite's recently launched wireless social
network The Yard, which is aimed at 13- to 25-year-olds. The initiative
is being rolled out in international territories with the support of
localised on-pack promotions.
Market leader Sprite is losing share of the lemon-and-lime carbonates
sector following a cut in adspend. Its share fell by 5.9% to 58.5% for
the year to 8 September, according to Nielsen.
Separately, Coca-Cola is seeking a mobile marketing agency as it plans
to increase its SMS on-pack promotions in Europe, the US, South America
and Asia. It is co-ordinating the search from its Atlanta headquarters.
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