I’m really liking this idea by Sprite called ‘Green Eyed World’. It’s obvious part of this brief was to create an authentic role in grassroots music for youth. Instead of making a TVC, they created a social music series built in real time, following an emerging artist, Katie Vogel for a year on youtube, with her fans being able to interact with her via Facebook connect. The idea was called ‘reality remixed’ and it’s got loads of follow factor. It has produced 4 seasons with 13 episodes, I’ve watched 3 of them and they’re not too bad.
The content itself isn’t that amazing, but what’s really interesting about this idea is how they cleverly linked in all the social media platforms and created a REAL TIME interaction method for the community to really get up close and personal with Katie V and her journey. The integration of Facebook connect along the journey has been brilliant and you can help her decide what to do, the whole way. The community helps create the outcome of the story, it’s truly an interactive brand narrative. This is what creates the ‘follow factor’. It’s done very well, with 2.5m views on youtube. My only criticism is that Sprite as a brand doesn’t really add that much value to the user experience, it’s in the background, which is maybe enough, but I would have pushed for more integration into the brand narrative.