About Sprite :
Sprite a lemon lime flavored, caffeine-free soda pop, created by the Coca-Cola Company developed in West Germany in 1959 as Fanta Klare Zitrone (“Fair Lemon Fanta”). Introduced in the United States as Sprite in 1961. This was Coke’s reaction to the popularity of 7 up. It comes in a primarily silver green, and blue can or a green transparent bottle . Sprite follows the latest marketing trends to build brand value with Sprite Social Media Campaign.
Also the tagline sprite recycled , “Image is nothing. Thirst is everything. Obey your thirst.”In 2006, a new Sprite logo, consisting of two yellow & green “fraction” forming an “S” lemon/lime scheme, began to make its debut on Sprite. Consequently slogan was switched from its long haul “Obey Your Thirst” to just “Obey” or being substituted with ‘Freedom from Thirst’ in many countries.
Business Objectives of Sprite:
Sprite wants to deepen its connection with multicultural youth and become more ingrained with urban culture. Sprite Brazil target Snapchat users to get more friends via its cans. Therefore they start a unique social campaign the soda brand opts to put Snap codes, the QR-code that Snap chat accomplish for its users to help them grow supporters, on Sprite cans. Upon entry, fans will be informed on December 3rd about their selection. Meanwhile, fans are encouraged to scan the printed Snap code on the Sprite can on Snap chat with their camera. Consequently fans can view and add the users featured as new friends. Snapchat had more than 10 million active users. 60% of Snapchat active users provide daily content. 30% users are millennials. Majority of their users are from Ireland.
This was the first time for the Snapchat never paired its logo with any brand . However account codes are used by publishers and others that post them on places like Twitter, to accumulate more friends on the app. Stickers, Overlays on photos, custom overlays filters create interest to promote the campaign. Sprite Campaign also relies on celebrities Snapchat personalities like campaigns often rely on YouTube / Vine celebrities.
Sprite Social Media Campaign Strategy:
Hence to kick off the campaign, Sprite handpicked 15 local Snap chat influence-rs. Therefore started to create Sprite-themed “Snaps” to have their Snap codes engraved on cans. Campaign tagline “REFRESH na lata” which point out to “Refresh the can”.
Further Coca-Cola-owned brand is encouraging consumers to submit their Snap codes via a micro site for the chance to featured on limited edition cans of Sprite. Since its launch, the advertised bellwethers snaps have amassed over 1 million views. While consumers scan the Snap code with the Snapchat app, they gain privileged approach to view daily content. In addition to get exclusive content, most of all consumers are asked to send their own Snap code for a chance to featured on a Sprite can. Sprite choose 6 accounts to brand on cans of Sprite at the beginning of the New Year.
Sprite selected the accounts run by people popular in Brazil PC Siqueira, Pyong Lee the Magic Korean, graffiti artist Chivitz and skater Dwayne Fugundes. Number of brands have see potential in Snap chatters they know the way to get their content to Snapchat users in a way typically less expensive than direct sponsorship’s. The brand has also concentrated on a handful of Brazilian YouTube celebrities,skateboarders, singers and graffiti to participate in the campaign.
Results Achieved by Sprite:
First of all Campaign started with 15 different Snapchat codes engraved on cans, connecting to Web celebrities. Ad stars therefore starts sharing Sprite-related stories on Snapchat, viewed by 2.3 million times in 2 days. Strange to think of cans as a medium, consider that 40 percent of the desired young crowd isn’t gazing TV. As a result Snapchat now influencing close to 200 million people globally, 10 million of them visit daily.
Almost 500 people entered their Snap chat codes to participate in with the chance of having their portrait on sprite cans. Finally campaign successful in Brazil and caused a flow in the number of Sprite’s snap chat followers. Most importantly Sprite came up with a campaign that connects to their target audience with a dynamic platform. As a result ensure high reach through its packaging, which acts as a catalyst to create passion for their brand.
Learning’s From Sprite Strategy:
Sprite seems like fused technology, social media, and product placement, to grab the attention of millennial audience. Consider the partnership jointly favorable sprite not just asking for the reach and influence of snapchat stars furthermore offering a compelling value proposition. In addition to offer its real estate—’Sprite cans’ it also promotes the discovery of interesting founders and celebrities on Snap chat.There are many ideas where one among them is ask users to snap themselves using or wearing your product and then share it on your snapchat account in return you could offer competition entries or customized discounts.
Photo Credits: Sprite Website, Adweek.com, Youtube.com