Created by Isobar and paid for by Coca-Cola, The Sprite Yard is a MySpace like mobile website which has launched in China, and is scheduled to launch late June in the US and Japan.
The activation of the Yard will come from the 10bn Sprite bottles that are sold each year. Each container will have instructions to text the word “Yard” to 59666. That, in turn, will deliver to phones a mobile-web link, which when activated will allow users to register, set up a tag name, and add information to share with friends. Features include photo sharing, a message board, an activity planner and “shouts” — mobile messages from one Yard member to another or to a group of users. Reports AdAge.
Competing directly against Facebook and Virgin’s new Mobile application, plus the Helios application, it will be interesting to see how much traffic and maintained interest the Yard pulls in.
Matt Bamford-Bowes
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