GREEN EYED WORLD

Credits & Description:

Category: Best Use of Branded Content
Advertiser: THE COCA-COLA COMPANY
Product/Service: SPRITE
Agency: FULLSIX NEW YORK
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: FULLSIX NEW YORK, USA
Entry URL: http://greeneyedworld.com/backstage/
Head of Digital Marketing Europe: Stafford Green (The Coca-Cola Company)
Head of YouTube & Display for Europe, Middle East & Africa (EMEA): Benjamin Faes (YouTube/Google)
Director: Tony Valenzuela (Tony Valenzuela Productions)
Founder/Chief Executive Officer: Denzyl Feigelson (Artists Without a Label (AWAL))
Partner/Group Creative Director: Damon Crepin-Burr (FullSIX Group)
Media placement: Online - Online - 01 April 2009
Media placement: Mobile App - ITunes - 01 April 2009
Media placement: Banner - YouTube, Online - 01 May 2009
Media placement: Event - Concert - Live Venue/Event - 15 June 2009
Media placement: Billboard - Outdoor - 01 July 2009
Media placement: Offline Activation - On Pack/Packaging - 01 July 2009

Results and Effectiveness
The Green Eyed World effort far exceeded expectations for driving brand awareness, brand perceptions and provided key consumer insights (29% of the audience is based on user-shared videos; 25% of the branded exposure comes from organic viral growth, e.g. intelligent viral distribution), key new organisational capabilities and improved ROI (cost/GRP to drive sales) vs. traditional campaigns. Specifically the effort drove: Awareness: 492,628,377 branded messages delivered on target; Deep Branded Experience: 3,255,248 branded content views on Sprite’s YouTube Channel; Ambassadorship: 48,000,000 feed posts; Media Synergy: 800,558 video views outside YouTube & Facebook indicates the viral success of the effort.

Creative Execution
Effectively engaging with 'digital natives'. For the first time ever, a series has been entirely designed and produced around a truly interactive platform bringing the concept of the online community to the fore by seamlessly integrating Facebook interactions directly inside YouTube videos – a capability previously not available until this effort - enabling users to be an integral and active part of the Green Eyed World story from beginning to end. At any time during Green Eyed World, viewers were able to comment or vote, creating a live dialogue between themselves, their friends and their heroin – Katie Vogel. The creative concept is relayed everywhere digital natives are: YouTube homepage presence in 6 languages; Global diffusion of the series (mobile, legal peer-to-peer sharing, social networks, traditional TV); Free iPod/iPhone application via iTunes; Live Events/Artist Showcases (UK, EU, US); Outdoor/Indoor Advertising; Special packaging on Sprite cans; Promotional merchandising.

Insights, Strategy & the Idea
Instead of repeating single messages across traditional media as it has done in the past, Sprite launched the career of a young talented musician (Katie Vogel) affording her the opportunity to share her dreams, her life, her choices and her music in a way that has never been done before, activating engagement via deep storytelling and social technologies – i.e. YouTube, Facebook, iTunes - to create a credible, natural relationship between a brand and a musician as well as communicate its core brand values to its target audience (13-24 year-old). It's an innovative marketing strategy where everyone wins: the artist, the brand and especially the audience -- getting free on-demand, truly interactive content without commercial interruption. With Green Eyed World, Sprite shifted its marketing from creating the perfect branded content to content that perfected the brand.