Will kids want to hang out in Sprite Yard?
Rating: the real thing?
By Annie Turner
Coca-Cola, one of mobile advertising’s pioneers, is creating a social network on mobiles for teenagers in the US and China to compete with the likes of MySpace. It will be built around the company’s Sprite brand and allow members to set up profiles, post images and interact with other members.
The site was launched in China last week and will go live in the US on 22 June. Coca-Cola has said it is also considering launching the network in other markets such as Latin America, where it has had considerable experience with mobile ad campaigns for Sprite.
So far Coca-Cola has failed to build a sustainable mobile community, with interest tailing off once a particular campaign is over. Now it is working to offer content carefully tailored to mobile screens and free content. Coke will use the site to promote Sprite through free music and video clips to visitors who type in a pin number found under bottle lids.
How interesting. One of the world’s biggest brands putting its money where its mouth is and muscling in where the big Internet brands fear to tread. Only time will tell whether this is another shortish term campaign or the real thing, and whether kids see it as the real thing or prefer MySpace in their bedrooms.
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