THE BRIEF
The Coca-Cola Company chose the Central Intercollegiate Athletic Association (CIAA) Basketball Tournament as the perfect launch pad for their new product Sprite Lymonade.
On the Friday and Saturday of the Tournament Week, the Toyota Fan Fest takes place. This is a free, two-day event open to the public featuring interactive sponsor activations, concerts and other family-friendly entertainment events.
Attracting over 18,000 fans in 2018, Coca-Cola wanted to tap into the high footfall and tasked Mirror Me Image with creating a standout activation that would increase brand awareness and launch Sprite Lymonade with impact.
THE WORK
Mirror Me Image worked with the Coca-Cola Company to create a customized, immersive activation that highlighted the key features of the new Sprite Lymonade. Tapping into the marketing campaign developed by Coca-Cola, featuring fans’ first sips, Mirror Me Image created custom panels, workflows as well as bespoke Sprite Lymonade branded props. Hoops fans were then captured on the screen as they had their first taste of the new product and engaged with the new name, taste and look of the Sprite Lymonade brand. Social media sharing was enabled and users were able to get creative, adding personalized messages, emojis and animations to their selfies.
THE RESULTS
– Two action packed days saw thousands of hoops fans interact with the Mirror and take their first sip of Sprite Lymonade
– The campaign dovetailed perfectly with the overall Sprite Lymonade launch marketing strategy, reinforcing key messages both online and offline.
– Branded GIFs and pics were created and instantly shared to social media driving awareness of Sprite Lymonade
