Sprite's Latest Campaign launched online before hitting TV

Coca Cola India is launching its latest campaign for Sprite, the second-largest selling carbonated drink in India, on the Internet. This is the first time the cola major is breaking a campaign for one of its brands online, giving TV a miss.This campaign is being done at Network18's In.com site. FMCG companies in India spend approximately 1-3 per cent of the overall budgets on the digital medium as compared to 10 per cent in countries like the US and the UK.Breaking this campaign online before hitting TV is a major achievement and highlights why TV18 group seems most likely to emerge as India's best organized online entity.

The new campaign will see Sprite building on its Seedhi baat no bakwaas proposition, with communication around Fridge Mein Jayega Bade Kaam Ayega for the 1.25-litre fridge pack. For instance, the online contest will bring in interactivity as internet users view eight seconds of the Sprite commercial and will have to complete the rest. The first six participants who guess the ending would win Nokia multimedia phones.

The interesting point is that for the two days that the campaign is being aired online, Coca Cola expects close to 4 million page views. Now interestingly it seems that In.com which is the number 3 portal in India and has a daily traffic of 9-10 million users online has committed that the campaign gets a minimum of 2 million views and is also running other activities to drive traffic to its site. source:BS