Sprite sparks music and film interactions online

Share this article:
The Coca-Cola Company's Sprite brand is merging music and film in its new integrated marketing effort aimed at sparking creativity.

“The Spark Music Project,” an online music mixing tool that is set to launch in March, encourages consumers to make their own music. The interactive site will let visitors remix music by hip hop artist Drake with music from emerging artists around the world. Users can share their remixes, as well as vote on other fan remixes, and save their song as mobile ring tone.

The second stage of the campaign, the Sprite Spark Film Project, is due to launch in April. Like the music site, this site will let users edit their own 45-second animated films from Sprite related content.  Consumers can create characters and the story and share their work with friends on social networks.

These interactive tools are part of the “Spark” integrated marketing campaign creative, which also includes social media, mobile, out-of-home and TV. The Spark concept comes from Sprite's newly updated Spark logo. The TV commercial debuted during Super Bowl XLIV and featured Drake drinking Sprite to get inspired. Behind the scenes footage of the commercial shoot will be available to fans online.

The campaign, which begins in North America this week, will launch in markets around the world, including some in Europe, Africa and Asia, this year.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.