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Sprite’s digital-only campaign #teentillidie enters final phase

Coca-Cola’s clear soft drink brand Sprite kickstarted a Twitter contest to promote its user-generated initiative – Teen Till I Die. This campaign was launched by the company’s Indian operations in September 2013, a nationwide contest for youth driven by social media. In the last leg of the campaign, the brand rejuvenated the digital push on its official Twitter handle, thus making Indian talent visible to global Twiteratti.
As part of the campaign, participants needed to shoot a video showcasing their skill in one of the four genres – music, comedy, dance or art – and upload them on www.teentillidie.com. Based on public voting and judging by experts in each field, eventual winners will get a chance to be on air for a month on Channel V. The contest has entered the final phase and the shortlisted entries are now open for online voting.
As part of promotion, the official Twitter handle of Sprite (@Sprite) went abuzz with an interactive initiative. The brand released questions about the top shortlisted videos, that could be answered only when the video was watched by the viewers. It picked up pace as enthusiasts from all over the world started participating, and also commenting about the overall talent from India. #teentillidie campaign even started trending in Mumbai during the contest.
Anupama Ahluwalia, VP – Marketing, Coca-Cola India, said, “Teen till I Die is an initiative launched for all teens to showcase their creative pursuits. Youngsters have this innate vision to see the world full of possibilities which makes them a powerhouse of creativity and gumption. Sprite has always urged teens to bring out this side of them – believe in themselves, have the inventiveness to rise up to challenges and beat all odds. With Teen Till I Die, we are opening up opportunities for teens to get noticed for their talent by some of the best in the industry. We have taken the campaign digital as this is the best way to connect with teens and reach out to them.”
The digital-experiential campaign has been conceived and executed by Con ten Media, while Webchutney Studio is handling publication and promotion on social media. Even Coca-Cola’s official global website promoted the top videos. This initiative proved one more time how brands are successfully connecting with the youth innovatively via the digital medium.