The soft drink with no nonsense, honest and cut-through attitude clear lime soft drink Sprite, kick-started its latest initiative targeted at gaming enthusiasts. Game On – a 360 degree integrated campaign, seeks to build multiple touch points with the youth by offering them a fresh gaming experience – the Sprite way. Gaming is the new-age passion of the urban youth and with this new campaign, the brand is set to take forward its “Clear Hai” message to them, leading them onto the path of spontaneity and fresh thinking as they compete with others to stay ahead of the game.
The soft drink plans to takes its proposition of ingenuity and clear thinking further with its association with gaming, thereby depicting a refreshingly competitive side to the youth. Gaming in India which started with retro games like Pacman, Tetris and Contra has today evolved to include console based games and mobile/tablet app based games. The mass availability and adoption of smartphones in the country has further accelerated this growth and as per a recent KPMG-FICCI study the Indian gaming market is forecasted to reach $800 million by 2017. With Game On, Sprite will seek to build touch points with consumers through both on-ground activation and on-line engagement and offer them a chance to compete with one another to win cool Sprite Gaming merchandise & XBOX consoles.
Speaking about this unique platform, Coca-Cola, VP– Marketing & Commercial, India and South West Asia Debabrata Mukherjee, said, “Sprite is seen as an edgy youth brand that does not shy away from pushing the boundaries. It hence enjoys a great connect with the young consumers in India. Standing for spontaneity and fresh thinking, it brings alive the spirit of an ingenious ecosystem that our young consumers love to thrive in. With gaming emerging as the new-age passion for the always-on urban youth, we aim to deepen our connect with them by providing a platform where they can engage and enjoy.”
Game On will be amplified through various on-ground activations, starting with Comic Con in Hyderabad. Post the campaign kick-off in Hyderabad, it will reach out to other markets including Maharashtra, West Bengal, Karnataka and Tamil Nadu. Participants will have choices between retro games, console games and mobile/tablet based games. The on-ground activations will take place through the existing partner channels including modern trade accounts, malls, colleges, etc.
In addition to on-ground activities, a dedicated website for consumers will also go live in October along with mobile adaptability to amplify and create a gaming community through live scoreboards along with exclusive Sprite gaming merchandises.
The 360 degree integrated campaign will kick-start Sprite’s gaming journey and build multiple touch points for customers through on-ground activation, on-line engagement and traditional media over a three month period starting September 2015.