The Coca-Cola Company is redefining the relationship between consumers and their sparkling beverages with the launch of the Sprite Yard, a real-time digital “on-the-go†community that provides social connections and downloadable content via their mobile phone anytime, anywhere. This mobile marketing breakthrough launched in China on June 1, and will go live in the US later this month.
Accessing the Sprite Yard is easy and simple. Anyone with a WAP enabled phone and access to a data plan can join the Yard. Beginning June 22, U.S. consumers can text “YARD†to 59666 (“Lymonâ€) and receive a reply with a WAP link to access the Sprite Yard for the fist time. Clicking the link directs the mobile device to the “Yard†where they are invited to register by selecting a tag name and password. As soon as they are registered, users can opt to create a profile to share information about themselves with their friends in the Yard.
Members of this new “community-to-go†have access to a host of functions they can share with their network of friends. Users build their community by inviting and being accepted by other Yard users as their friends. This allows them to share photos through the Pix gallery, showcase a snapshot of their activities in the Planner, post pictures and discussions on Scribbles, and send short mobile messages – Shouts, to individuals or groups.
“We know that when it comes to reaching teens, mobile is the medium. This program will enable us to connect with teens by putting Sprite both in their hand and in their phone,†adds Denis Sison, Sprite Global Brand Director, The Coca-Cola Company. “We can provide them ‘instant gratification’ through ever-changing content and the ability to immediately receive new information and entertainment.â€
Originally posted on June 6, 2007 @ 4:27 pm