The FMCG company has launched a sponsored Facebook group to promote the Sprite brand-building initiative, which allows internet users to create a personalised Sprite Sips avatar.
Once they have joined the Sprite Sips group, Facebook users are encouraged to choose from a selection of hairstyles, faces and arms to customise their character.
Members can then use their animated Sprite Sip to contact their Facebook friends via the social network's Poke, Pop and Flirt applications. Users are required to interact with their Sprite Sip on a regular basis to keep it 'happy' and avoid it 'turning against them'.
The Sprite Sips Facebook group gives users access to a range of branded content, including photos, video clips and music, as well as discussion boards and forums.
Members can also sign up to Sprite's recently launched wireless social network The Yard, which is aimed at 13- to 25-year-olds. The initiative is being rolled out in international territories with the support of localised on-pack promotions.
Market leader Sprite is losing share of the lemon-and-lime carbonates sector following a cut in adspend. Its share fell by 5.9% to 58.5% for the year to 8 September, according to Nielsen.
Separately, Coca-Cola is seeking a mobile marketing agency as it plans to increase its SMS on-pack promotions in Europe, the US, South America and Asia. It is co-ordinating the search from its Atlanta headquarters.
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