Commentary
MediaVest-Coca-Cola North America/Sprite, "Sprite Under-the-Cap"
- by OMMA Magazine Writers , September 15, 2009
Coca-Cola North America/Sprite, “Sprite Under-the-Cap”
http://www.mediavestww.com/omma/sprite.html
Finalist Mobile Marketing: Best Integration Cross Platform
Medium, message, and even the contest design were all aligned in this re-think of Sprite's long-running Under-the-Cap promotion. A get-it-now generation got immediate gratification by using a unique code under every bottle to receive mobile media assets: ringtones, clips and screens from their favorite media properties like Transformers and Colbert Report. The clever use of media partners and the immediacy of mobile re-ignited a flagging promotion, with 375,000 redemptions to date. With no in-store redemption and no entry from a Web site, Sprite's campaign gave satisfied a demanding generation.
MediaVest: Jon Hsia, Digital Director; Erin Harvey, VP, Connections Director; Katy Carline, Associate Director; Jasmine Lee, Associate Media Director; John Ohara, Digital Manager; Jess Kendall, Digital Associate. Juxt Interactive: Jessica Jones. Coca-Cola: Anita Rajendra, Media and Interaction Manager; Jimmy Bennett, Associate Brand Manager.
