Coca-Cola serves up mobile social network

FierceMobileContent writes…The Coca-Cola Company announced the launch of Sprite Yard, a real-time mobile social networking platform enabling users to send messages, chat, download content and share photos. The marketing initiative premiered in China on June 1 and will go live in the U.S. on June 22. Sprite Yard requires new users to text “YARD” to short code 59666 (i.e., “Lymon”) to enter a tag name and password; upon completing the registration process, users may create public profiles, compile buddy lists, detail activities in the Planner and send short messages, or Shouts. In addition, Sprint Yard will offer exclusive content like visitones (visual ringtones combining images and music) and animated mobisodes unlocked via PIN codes found under the caps of 20 oz. Sprite bottles.

Coca-Cola plans to roll out Sprite Yard in several additional global markets by the end of 2008. “We know that when it comes to reaching teens, mobile is the medium. This program will enable us to connect with teens by putting Sprite both in their hand and in their phone,” said Sprite global brand director Denis Sison in a prepared statement. “We can provide them ‘instant gratification’ through ever-changing content and the ability to immediately receive new information and entertainment.”

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