MSN Teams With Sprite for Online Music Marketing Platform

MSN and Sprite have joined forces to launch The Scenario (www.music.msn.com/thescenario), an exclusive, branded, online entertainment experience designed for teens.

The Scenario is a unique place on the Web where teens can experience 10 of the hottest hip-hop DJs in the country, connect with each other through new MSN® Messenger functionality and connect with the Sprite brand in groundbreaking ways. Sprite and the MSN Branded Entertainment and Experiences Team collaborated to create this music platform that brings Sprite-obsessed spokesperson Miles Thirst and his straightforward attitude and style to life in the digital world.

"We collaborated with MSN to develop The Scenario because it offered fresh ideas and innovative ways to fully integrate Sprite into the MSN Music service," said Geoff Cottrill, group director of Entertainment Marketing at Coca-Cola North America.

The Scenario includes three distinct experiences through which teens can discover new music, connect with each other, and interact with Miles Thirst and the Sprite brand.

The campaign will employ cross-network promotions and advertising to draw audiences to the custom site. "The Scenario is an entirely new way of connecting with teens where they live on MSN, in MSN Messenger and on MSN Music," said Gayle Troberman, director of the Branded Entertainment and Experiences Team at MSN. "We expect the campaign to help make Sprite a part of the teen consumer's digital experience every day."

Sprite is the world's leading lemon-lime soft drink. For almost 20 years the brand has celebrated urban youth culture by embracing the music, sports, fashion and attitude through which young people express themselves. Coca-Cola markets four of the world's top five soft drink brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks.