The Sprite Yard campaign provides consumers with a real-time social networking community, which can be accessed via mobile devices. The drive is expected to expand to include other global markets by the end of 2008, and was initially tested through a partnership with McDonald’s.
“We know that when it comes to reaching teens, mobile is the medium. This programme will enable us to connect with teens by putting Sprite both in their hand and in their phone,” said Coca-Cola global brand director Denis Sison.
