MSN Teams With Sprite to Create First-of-Its-Kind Online Music Marketing Platform for Teens
Leading Soft Drink Brand Aims to Reach Teens Through Creative, Interactive Experiences
REDMOND, WA -- Mar. 23, 2005 -- - MSN and Sprite have joined forces to launch The Scenario (http://music.msn.com/thescenario), an exclusive, branded, online entertainment experience designed for teens. The Scenario is a unique place on the Web where teens can experience 10 of the hottest hip-hop DJs in the country, connect with each other through new MSN® Messenger functionality and connect with the Sprite brand in groundbreaking ways. Sprite and the MSN Branded Entertainment and Experiences Team collaborated to create this music platform that brings Sprite-obsessed spokesperson Miles Thirst and his straightforward attitude and style to life in the digital world.
“We collaborated with MSN to develop The Scenario because it offered fresh ideas and innovative ways to fully integrate Sprite into the MSN Music service,” said Geoff Cottrill, group director of Entertainment Marketing at Coca-Cola North America. “Working closely with MSN and its Branded Entertainment and Experiences Team, we have created an experience that embraces the passion that teens have for music and MSN Messenger to bring Sprite to the millions who visit MSN every day.”
Features Designed to Attract Young Music Lovers
The Scenario includes three distinct experiences through which teens can discover new music, connect with each other, and interact with Miles Thirst and the Sprite brand:
Discover and buy new music. The site is the newest place online where teens can find what top DJs from around the country - including Big Tigger, DJ Spooky and Tony Touch - are spinning. Consumers can hear recommended songs and mixes from these DJs as music samples, or they can buy and download the full songs and mixes from MSN Music. The playlists will be frequently updated to reflect the latest music and artists. The site offers music fans personal recommendations on new, old and obscure music from the hottest club scenes and, through integration with MSN Music, the opportunity to purchase the music for later replay.
Surf to Thirst Radio. Thirst Radio, the first branded radio station available on MSN, allows users to listen to a Thirst-hosted radio station even when they are not in The Scenario. Programming will be constantly updated to reflect new artists and tracks.
Interact with Miles Thirst on MSN Messenger. Teens can bring Miles Thirst into their conversations by sharing audio clips featuring his voice and tone during MSN Messenger conversations, and by downloading backgrounds and displaying pictures (tiles) and emoticons for members of their contact list to enjoy.
The campaign will employ cross-network promotions and advertising to draw audiences to the custom site. “The Scenario is an entirely new way of connecting with teens where they live on MSN, in MSN Messenger and on MSN Music,” said Gayle Troberman, director of the Branded Entertainment and Experiences Team at MSN. “We expect the campaign to help make Sprite a part of the teen consumer’s digital experience every day.”
About Sprite Sprite is the world’s leading lemon-lime soft drink. For almost 20 years the brand has celebrated urban youth culture by embracing the music, sports, fashion and attitude through which young people express themselves. Miles Thirst is Sprite’s one-of-a-kind spokesperson, a 10-inch “urban vinyl figure” with an immense personality that reinforces the brand’s “Obey Your Thirst” message.
About the Coca-Cola Company The Coca-Cola Company is the world’s largest beverage company. Along with Coca-Cola, recognized as the world’s most valuable brand, the Company markets four of the world’s top five soft drink brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate exceeding 1 billion servings each day. For more information about The Coca-Cola Company, please visit our Web site at http://www.coca-cola.com.
MSN attracts more than 380 million unique users worldwide per month. With localized versions available globally in 40 markets and 20 languages, MSN is a world leader in delivering Web services to consumers and online advertising opportunities to businesses worldwide. The most useful and innovative online service today, MSN brings consumers everything they need from the Web to make the most of their time online. MSN is located on the Web at http://www.msn.com. MSN worldwide sites are located at http://www.msn.com/worldwide.ashx.
Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.
Microsoft and MSN are either registered trademarks or trademarks of Microsoft Corp. in the United States and/or other countries. The names of actual companies and products mentioned herein may be the trademarks of their respective owners.
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