Sprite has launched a new digital initiative using mobile phone technology, 'Kholega toh bolega'. The initiative has been designed to connect and engage with the youth across the country by tapping into their key passions – mobile, Internet and downloads – and is a youthful expression of Sprite's 2008 summer campaign 'Seedhi Baat, No Bakwaas, Clear Hai?!'
As per the initiative, Sprite drinkers can get a chance to win free talk time worth Rs 1.5 crore covering 230 million GSM and CDMA mobile consumers having pre-paid as well as post-paid connections across all mobile service operators.
Backend of the entire digital mobile initiative is powered by tech partner Oxigen, who has created the interface with mobile service operators to distribute free talk time to Sprite consumers located anywhere in India. The technology innovation will enable distribution of free talk time ranging from Rs 50 to Rs 5,000 every hour from 10 am to 10 pm everyday for the next two months till July 4. This in turn translates to 300 winners being declared every hour. In addition, Sprite consumers would also be able to download the latest music videos, movie clips, games wallpapers, ring tones and a host of other digital content free through www.mobibuzz.in/Sprite.
Commentng on the initiative, Venkatesh Kini, VP Marketing, Coca-Cola India, said, "Sprite's 2008 summer campaign 'Seedhi Baat, No Bakwaas, Clear Hai?' is all about engaging the youth in a simple, honest and straightforward manner. Independent research reports have shown that out of the 230 million mobile phone users in the country, the youth continue to be the largest users of pre-paid mobile phones. This segment yearns for free talk time and digital downloads like music vides, movie clips, games wallpapers, ring tones. Combining this key insight with state-of-the-art mobile technology platform, we have designed the 'Sprite kholega toh bolega' initiative to connect and engage with the youth."
Consumers need to SMS the nine digit alpha numeric code found under the crown of the Sprite bottles (all packs of RGB and pet) to 9870888888. This long code application is valid across all GSM and CDMA service providers nationally. Consumers pan India would immediately get an automated reply with a unique code, which they can use to win free talk time. In addition, a consumer also gets a WAP link and a website link to download latest music videos, movie clips, games wallpapers, ring tones and other contents.
The winners of free talk time would be informed via an SMS along with a 16 digit PIN to be used to recharge their mobiles phones. Free talk time ranging in various denominations of Rs 50, Rs 100, Rs 1,000 and Rs 5,000 can be won every hour from 10 am to 10 pm every day.
In-addition, post-paid mobile users can also take part and win free international / STD calling cards worth Rs 500 every hour.