Dubbed as the most comprehensive mobile marketing effort on the planet, Coke’s Sprite brand is creating a virtual teenager hangout, Sprite Yard only on cellphones where members can set up profiles, post pictures and meet new friends.
The U.S site will be available to web ready phones on June 22nd 2007. U.S. consumers can text “YARD†to 59666 and receive a reply with a WAP link to access the Sprite Yard. Coke hopes to overcome such mobile Web barriers by tailoring the format of the service to be used more easily on cell phones and by offering free content.
With stiff competition form other mainstream social networking websites and steep data charges, the success of the initiative depends a lot on the content of the site.
I doubt whether users will hang out around Sprite Yard if they don’t get something compelling in return. For more details, read the Press Release.
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