Sprite: PRING/SPRITE CRICKET NEXT

Credits & Description:

Advertiser: SPRITE
Agency: OGILVY & MATHER
Category: BEST INTEGRATED CAMPAIGN LED BY MOBILE
Vice President Of Sales: Junaid Malik (Pring)
Chief Marketing Officer: Bilal Farrukh (Pring)
Chief Technology Officer: Muhammad Nasrullah (Pring)
Creative Manager: Qasim Rishi (Pring)
Brand Manager - Sprite: Bassam Qureshi (Coca-Cola)

Brief Explanation
Cricket is a passion in Pakistan. Recognizing this passion, Sprite introduced a cricketing platform called Sprite Cricket Next, a mega campaign that aimed to reach out hundreds of thousands of street cricketers and showcase their skills.But with low internet penetration in Pakistan and the lack of trend of the youth towards mainstream media, How could Sprite’s Cricket Next Campaign reach out throughout the country and create impact?For this, Sprite used Pring in its integrated marketing communication plan led by mobile to reach out the youth in Pakistan. Pring helped in the following:-Easy recruitment of teams through SMS-Engagement with people about the matches happening in their neighborhood-Star Pull to rally up more and more people towards Sprite-Media integration with keywords that tracked which touch point worked and which did not In 4 months:-138,000 fans joined Sprite on Pring, with the viral reach growing upto 305,622 people-8,500 teams registered and participated-7 cities segmented into 700 neighbourhoods throughout Pakistan