Sprite is out to woo the teens. The lemon flavoured aerated beverage from the Coca Cola stable has launched ‘Teen till I die’ – obviously inspired by Bryan Adams classic single of all times ’18 till I die’ – where teens from across the country can showcase their talent on a common digital platform, get judged by the best, garner votes through social media channels and win big.
Categorized under music, dance, art and comedy, the talent contest invites teenagers to upload their unique creative versions in any of the categories on the specially created website for ‘Teen till I die’. A team of experts – Salim & Sulaiman for music, Vir Das for comedy, Terence Lewis for dance, and Daku, one of India’s first graffiti street artists, for art will nominate the top 5 in each.
The site is a simple one with all the required information in a neat menu at the top. One can watch the entries submitted under each of the categories or upload one through a simple form on the ‘how to participate’ tab.
The one-month drive beginning from the 1st of September will be travelling across 250 colleges in 24 cities across the country, post which voting on all the uploaded videos will begin.
Apart from recognition in college and a global exposure, there are quite a few tangible incentives in store. The videos with the most views each day will be announced as the ‘Chaal of the day’ and the winner will get bags, watches and sunglasses from Fastrack. The top 5 videos in each of the four categories nominated by the expert panel would be put up for public voting and videos with the maximum votes will be declared the final winners to win Samsung tablets, a chance to feature on Channel V and open their act at India’s biggest college festivals!
Social media promotions
Sprite has ensured maximum reach through social media by way of its 15 million strong fan base on Facebook and 82K followers on Twitter. The submissions with linkback to the website and the ‘Chaal of the day’ entries are being shared on both the social networks popular with the youth. Conversations have been created around the hashtag #MakeYourOwnMove.
On Twitter, hashtags #TeenTillIDie, #ChaalOfTheDay and #MakeYourOwnMove are doing the rounds, while the videos are being shared. And, voting has not even begun! Here’s an amazing mashup of a classical song with beat box:
Connecting with the youth
Colleges are the ideal beverage hotspots; we hardly come across a college fest not sponsored by any of the beverage brands in the country. But, ‘Teen till I die’ is a lasting campaign – one that will help give exposure and recognition to young talent through an easily accessible online platform and social media networks, while creating some positive branding for Sprite. With Teen till I die, Sprite not only succeeds in connecting to its target group in the offline space but also helps drive them to the brand’s online properties.
A centralised website and voting through social media channels seems like a good plan. Getting acclaimed experts to judge also adds on to the initiative. However, the long term success of it would depend on continuous and relevant community engagement.
A cool campaign with a neat design that would only be aided by the increasing number of smartphones and internet usage adoption by youngsters in the country. What do you think?