Coca-Cola Europe Launches Green Eyed World, A Unique Social Interactive Music Show For The Youtube Generation
For the first time this “reality remixed” online series -- powered by Sprite -- will feature Facebook social network interactions inside videos on YouTube, enabling users to be part of the story.
ATLANTA - Coca-Cola Europe has created a new, innovative advertising model for Sprite, launching young, remarkably talented musician named Katie Vogel.
The audience can follow and interact with this 23-year old singer from London as she creates new opportunities for herself by following her dream. By joining her journey online, the audience can influence her choices through commenting and voting directly in the GREEN EYED WORLD videos using their own Facebook profile.
Beginning today with “Episode Zero,” the campaign will run for five seasons of four episodes, culminating in a finale in December 2009.
The “Episode Zero” show will be immediately followed by several viral extras on YouTube and Facebook updates from Katie leading up to premiere “Episode One” of “Season One” on May 1st. Viewers can also download a free application for their iPod/iPhone in time for the beginning of the season.
“With this show, Sprite shifts from creating the perfect branded content to content that perfects the brand,” explains Stafford Green, Head of Digital Marketing Europe for the Coca-Cola Company. “Instead of repeating single messages in traditional media, Sprite supports these new experiences and deep storytelling to communicate our core brand values over time. It’s a fresh advertising model. And everyone wins: the Artist, the Brand and the especially the audience -- getting free on-demand, truly interactive content without commercial interruption.”
Award-winning Tony E. Valenzuela directs GREEN EYED WORLD following up on his successful series “2009, A True Story” which attracted millions of views online and was nominated for a Streamy Award as “Best Dramatic Series.” He also spent several years art directing for shows like “America’s Next Top Model,” “CSI: Miami,” “The Closer” and others for ABC and CBS.
Austrian company FFP is producing GREEN EYED WORLD, while the FullSIX Group is orchestrating a global integrated multi-media campaign driving viewers online through…
* Pan-European YouTube Partnership with homepage presence in five languages (English, Spanish, French, Italian and German) with expected reach of millions of contacts
* Outdoor/Indoor displays (Billboards, Point of Sale…)
* Special packaging on Sprite cans in selected European countries
* Global diffusion of the series (mobile, legal peer-to-peer sharing, social networks, potential traditional television broadcasts & related TV commercials)
* Live Events/Artist Showcases (London, New York, TBA…)
* Green Eyed World promotional merchandising
“This interaction between YouTube and Facebook is the first of its kind,” said Benjamin Faes, Head of YouTube & Display for Europe, Middle East and Africa (EMEA). “We are creating a new technology implementation with these platforms. At any time during GREEN EYED WORLD, viewers can comment or vote, creating a live dialogue between themselves, their friends and the hero. The video pauses, and a small window pops up where the interaction can take place quickly and easily.”
“We are truly thrilled to announce this project with Sprite where, for the first time, a series has been entirely designed and produced around this interactive platform and brings the concept of the online community to the fore”, said Benjamin Faes, Head of YouTube and Display, Google, EMEA “At any time during GREEN EYED WORLD, viewers can comment or vote, creating a live dialogue between themselves, their friends and the hero. The video pauses, and a small window pops up where the interaction can take place quickly and easily.”
“Katie essentially gets our Sprite marketing engine to further her career,” remarks Stafford Green, “It’s something typically provided by a music label at significant cost. GREEN EYED WORLD provides this innovative promotional push and, unlike a traditional label relationship, Katie keeps ownership of her work.” This also means Sprite builds a network of fans that Katie can take with her for years to come. And with her story told through new, enabling social technology, a credible, natural relationship between a brand and a musician begins.
“The people at Coca-Cola Interactive Europe have given me an opportunity to share my dreams, my life, my choices and my music in a way that has never been done before,” Katie said recently. “I think you can hold on tight to everything -- but life begins when you let go. That’s what our show is about.”
Green Eyed World. Reality Remixed -- Powered by Sprite
About The Coca-Cola Company
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola®, recognized as the world’s most valuable brand, the Company’s portfolio includes 12 other billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, POWERADE®, Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at www.thecoca-colacompany.com.
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