Agencies: Rogers & Cowan, 360i, Dreaming Tree Films and T-3
Campaign: Sprite Refreshing Films
Duration: October 2010-present
Sprite teamed up with a number of agencies to launch an integrated digital campaign that gave young filmmakers the chance to write, produce, and direct short films starring celebrities including Donald Faison and Natasha Bedingfield.
Coca-Cola has run the program for the past 14 years, but this year decided to rebrand it under the Sprite umbrella to increase awareness of how the brand works to give back to youth across the country.
Sprite sought to showcase its personality and "create a national conversation around the brand's interest in supporting [filmmakers'] talent," says Scott Williamson, VP of public affairs and communications at Coca-Cola.
There were six films with crews based in New York, Los Angeles, Chicago, Dallas, Atlanta, and Miami. Films and behind-the-scenes footage could be viewed at SpriteRefreshingFilms.com.
Sprite used an SMS call to action, in which mobile was the only way consumers could vote for their favorite films. It also used social media channels to push awareness of the campaign and created a movie trailer about the program that aired at 23,000 movie theaters around the US.
The winning crew from Los Angeles saw its short film, Cease and Deceased, on the big screen at the Los Angeles Film Festival on June 18.
The effort generated 14 million-plus brand-related social media posts, while more than 1 million consumers voted, reports Augusto Elias, director of the Sprite brand at Coca-Cola North America. Outlets including E!, Encore, and Starz mentioned the program.
"The most striking results stem from what the campaign did to increase social advocacy and get America talking about Sprite in new ways," adds Williamson.
Sprite is evaluating whether to repeat the campaign in 2012.