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.
