Sprite YouTube Series “Green Eyed World”
April 23, 2009 by Stephen Kersey
Filed under Marketing
Coca-Cola’s Europe division for Sprite is delving deep into social media with an an interactive YouTube channel called Green Eyed World. In attempt to capitalize on the teenage market, this campaign features two very popular aspects of teenage life — social networking and music.
The YouTube series stars young pop singer Katie Vogel, tracking her life and career as she searches for fame, fortune and love in New York City. Vogel appears in weekly five-minute episodes. There will be five monthly “seasons” of Green Eyed World (May, June, August, October and December). In the months between the series, Vogel will continue to be involved through video blogging and social media.
Image: Green Eyed World
The interesting aspect is that the campaign doesn’t just use YouTube, it also integrates Facebook. In a cross-integration between the applications, it allows users to engage in live dialogue with Vogel and each other from within the YouTube video window on the Facebook platform.
There is a green “hot button” on top of the video that opens up the Facebook for dialogue. This cross-integration between the sites is the first of its kind.
Sprite doesn’t dominate the episodes and there isn’t excessive product placement, which would likely alienate viewers. Instead the marketing is done more subtly.
The initial episode (below), dubbed “Episode Zero” is running now. Green Eyed World officially begins May 1, 2009.
The effort is supported by a wide range of marketing and advertising, including special packaging, live events, promotional merchandising and more.
