Marketing news for today

 Sprite is running a global campaign this summer called “Turn Up Refreshment.” The campaign uses real-time temperature data to deliver ads at the moments when consumers most want refreshment. It was created by WPP Open X in collaboration with several marketing companies, including Ogilvy.

Campaign Overview

- Real-time data utilization

By analyzing temperature and location data, ads are delivered at the peak of heat. For example, ads depict scenarios such as car seats becoming too hot to sit on during extreme heat or walking on a sandy beach becoming difficult.

- Collaboration with music festivals and beach events

Sprite hosts live music events on beaches in Vietnam, the Philippines, Brazil, and other locations to provide brand experiences. It is also running a campaign where participants can win VIP packages to the Waterbomb Festival in South Korea.

- Collaborations with celebrities

The campaign features Chinese singer and actor JC-T and Karina from K-pop group Aespa as brand ambassadors, with digital content and outdoor advertising.

Marketing highlights

This campaign is a great example of a marketing strategy that prioritizes consumer experience. Rather than just running ads, Sprite is doing context marketing based on temperature and environment, which helps get its “refresh” brand message across more effectively. Plus, by using music and events, it's strengthening engagement with its target audience and boosting brand awareness.

Reference:
https://lbbonline.com/news/Sprite-Launches-Global-Turn-Up-Refreshment-Campaign-to-Beat-the-Summer-Heat
https://www.yahoo.com/lifestyle/sprite-targets-ads-around-scorching-103900037.html
WPP Open X, Ogilvy Launch Sprite's Summer Campaign | DesignRush