Coca-Cola’s Sprite brand is inviting teens to digitally spray paint a virtual city in a just-launched branded entertainment campaign on MSN.
“The Wall,” which debuted this week, lets site visitors choose their canvases — anything from the back of a bus, to a messenger bag, to a person’s upper arm. Then they can use the provided stencils, images, text and colors to create virtual graffiti artwork. Sprite-related imagery like lemons and limes, along with the brand-associated colors like yellow and green, feature prominently in teens’ toolkits. While people create their graffiti or look at others’ work, Sprite digital spokesperson “Miles Thirst” pops up occasionally to comment.
“‘The Wall’ is designed to be the ultimate self-expression site for teens on the Web,” Gayle Troberman, director of branded entertainment at MSN, told ClickZ. “I always like to think of experiences like this as a little bit like a karaoke bar,” she said, in which some come to show off and others come to observe.
Once people create an image or find an image they like, they can email it, use it as a background in MSN Messenger, or download it as a wallpaper or screensaver. Site visitors can also rate others’ graffiti.
MSN will promote the microsite, at thewall.msn.com, via text links on the home page and other house ads throughout the network. Ads will be targeted specifically to teenagers and will appear primarily in areas of the network — such as Messenger and Music — popular with teens. The Wall will also be cross-linked with Sprite’s last endeavor with MSN, “The Scenario“. Additionally, links to “The Wall” will appear on the Sprite.com home page.
Tonight in Atlanta, Coca-Cola’s home town, Sprite will be projecting graffiti images onto well-known buildings in the downtown area, as part of a buzz-building effort for the site.
MSN and Sprite will judge success three ways: through a study that measures site visitors’ perceptions of the brand as compared with those who haven’t been exposed; through a demographic analysis of those who MSN drives to the site; and by measuring how long people interact with the experience.