Sprite Cricket Stars
Radio Hijack
A leading supporter of Asian Cricket in the region, Sprite added an unexpected twist in 2017. To promote their Under the Cap promotion which rewarded consumers with daily prizes including AED 100,000 worth of gold, they went beyond simple radio spots. Sprite hijacked 6 leading Asian radio stations!
RJ’s engaged with the audience asking them to include #NameOfTheirStation in their messages to collect the Runs found under Sprite caps together. Sprite bottles were sent to the radio stations every morning and to add heat to the competition, RJ’s battled it out to reach the top of the scoreboard.
In the end a simple media plan was transformed into a full-on virtual cricket match with Sprite at the center of the fun.