The Coca-Cola Co. has launched an application to promote its Sprite brand, emphasizing that mobile has become an integral part of its 360-degree marketing strategy.
Sprite has launched Zoozbeat Sprite, the first iPhone application to be offered through Sprite’s ongoing Under the Cap promotion. When consumers enter Sprite cap codes via text message, they receive mobile rewards, including the new Sprite-branded, music-focused Zoozbeat application.
“Smart marketers are looking at all the different ways to communicate with people—traditional, in-store, out-of-home, online and mobile,” said a spokeswoman for Coca-Cola. “Since the Sprite brand is focused on youth, we want to focus on mobile in particular, and this is the first big Under the Cap program we’ve launched in the U.S., which we’re looking to grow moving forward,” she said. “If you’re not taking that 360-degree approach today, then you’re not marketing effectively.”
Zoozbeat Sprite’s music, recreation, and remix studio has been downloaded more than 1 million times since launching in the Apple App Store in November 2008. Zoozbeat Sprite transforms iPhones into mobile music studios, letting users create their own tracks with downloadable beats and samples from music producers and artists such as Dallas Austin.
Zoozbeat Sprite works by shaking, tilting or tapping the iPhone screen to create and combine rhythmic and melodic tracks that can be uploaded to the Web for listening and sharing in mp3 format with friends. Users can unlock additional beats within the application by twisting the cap off any Sprite or Sprite Zero bottle and texting in the keyword ZOOZ followed by the code under the cap. Sprite will then provide consumers with a Zoozbeat Sprite code that can use be used to unlock more beats. Additional artists being featured on the Zoozbeat Sprite application include hip-hop producer Khayree, Alex Christie, SY Scott, Novel, Sheed, Laron Brant and Spree Wilson.
The target demographic for the iPhone application is the same as overall target demographic for Sprite—multicultural youth ages 13-24. As young people have their iPhones attached to their wrist a mobile app was a natural fit.
Coca-Cola will also run mobile advertising across the mobile Web sites and within other iPhone applications to promote Zoozbeat Sprite. Coca-Cola launched the iPhone application as an enhancement to the larger Under the Cap program Sprite has been running. Consumers participating in the program can opt in to receive SMS alerts and other messages from Sprite. The Under the Cap program is also promoted on packaging for the Sprite brand, encouraging consumers to text in to receive various rewards.
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