Sprite is to launch a new social community for teenagers via mobile phones in its latest marketing development.

The Sprite Yard concept is much like Facebook where teenagers will be able to register on a website over their phones and exchange chat, pictures and music with friends.

Additionally, they will be able to use a ‘nuggets’ function, which provides special downloads such as visitones (visual ringtones) or mobisodes (short animations) if they enter a code found under the cap of Sprite bottles.

Sprite is the third largest brand owned by Coca-cola and is sold in 200 markets across the world.

Speaking at the Mobile Marketing Forum event in New York yesterday, global brand director Denis Sison explained the idea behind the project.

“This generation seeks customisation in their on-the-go experiences, and expects it,” he said.

“This is a world where technology has a profound effect on how we relate and build relationships with customers.”

Content of the website will be monitored to protect young people from offensive text or images.

Sprite plans to increase investments in mobile marketing in the future, both to enlarge its infrastructure and services and to activate mobile promotions.

Senior vice president of marketing, communications and insight for Coca-Cola, Mark Greatrex, said the venture was shaping the marketing of the future.

“We feel we are on the cusp of transforming the marketing model,” he said.ADNFCR-8000151-ID-18174421-ADNFCR

Related Topics: General Marketing