Sprite has rolled out an interactive music marketing campaign via Facebook and YouTube called Green Eyed World.
The Coca-Cola-owned soft drink is encouraging people to follow London musician Katie Vogel via the social networks as she bids to become a famous singer.
Fans will be able to comment and vote on Katie’s progress in the music industry throughout the 20-episode series running from May to December.
Green Eyed World, produced by FPP with marketing agency FullSIX, is to be supported via outdoor, on-pack and point of sale promotions. An iPhone app has been developed to support the activity.
Stafford Green, Coca-Cola head of digital marketing for Europe, said the series will offer both consumers quality content and exposure for the artist.
“Instead of repeating single messages in traditional media, Sprite supports these new experiences and deep storytelling to communicate our core brand values over time. It’s a fresh advertising model,” said Green.
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