Sprite yard
On Friday, 22 June 2007, Coca-Cola launched its first mobile digital community linked to
the Sprite brand, called Sprite Yard.
The launch of Sprite Yard is aimed at being a real time “on the go” community. It will allow its members to network with each other and to download various types of content 24/7. In order to register to join Yard, users simply SMS the keyword “Yard” to a short code. They will then be linked to the Yard portal and will be able to download a browser application on their mobile phones.
The Yard user is registered with a tag name and password, has the ability to select various preferences relating to content and can invite friends to join their community. In short, the Yard is a classic mobile digital community with the significant difference that it is consumer-brand driven.
What, from a technical point of view, is Sprite Yard offering its consumers in its mobile digital community?
- A tag name and password for access giving a form of security
- The ability to create your own community by inviting others to join
- Photo sharing
- A message board for sending messages to individuals or groups
- Showcasing a snapshot of your activities
- Digital downloads of content for free
- Exclusive content such as visitones (music with ringtones) and mobisodes (animated shorts) linked to PIN activation under a Sprite bottle cap.
Linking mobile content to product sales will become the new marketing dynamite of the next five years.