Sprite decided to ”get weird” ( reg. req.) to stand out from other, more bombastic, colas.
So they created a tie-in with the hit television program LOST. Sprite ran a quick ad for a fictional company that is in the series. A URL at the end of the spot pushed viewers to Sublymonal.
Many viewers eagerly got online and typed in the URL without knowing it was for Sprite. I was one of the lemmings, curious as to what I might find. Upon seeing "subLYMONal" in the meta tags, I realized how Ralphie must have felt in the movie “A Christmas Story.”
“Be sure to drink your Ovaltine. Ovaltine? A crummy commercial? Son of a bitch!”
But it got worse from there. This mysterious web site, already detailed on Flickr, started me on a series of Google searches and LOST fan site visits that merely confused me all the more. The only thing I know was that I spent a lot of time following up on the URL from the "fake ad" and there was no Sprite/consumer payoff of any kind.
Sprite continues to confound. It had my interest. It impressed me with its new approach and its ability to connect with a large segment of their target audience. Sprite intrigued me via TV and left me hanging online. They give me no reason, or desire, to drink Sprite at the end of it all…only the ire to fuel a negative rant for Google to stash away for posterity.
UPDATE: Ad Freak reports on Jeep's LOST tie-in. Perhaps being second has its advantages? Jeep follows the Sprite formula, but actually has an obvious payoff woven into it. If a third sponsor is included in this week's season finale, I hope they saved the best for last.
tags | advertising | marketing | brand | Sublymonal | Lost | Sprite | Coke Blak
A Christmas Story. Probably the greatest movie ever. "You'll shoot your eye out!"
Pure class!
Posted by: Stephen Davies | Friday, May 12, 2006 at 05:01 AM
This is all connected to The Lost Experience which is an ARG (Alternate Reality Game) schedualed to run all summer (or longer). And yes, it has quite a few people upset. The payoff will be long in the coming (Although the subLYMONal site does lead to the fact that the person currently running the Hanso Foundation (Thomas Mittelwerk) may not be who he seems... it at least apears he never attended CalTech).
But as to Sprite, well, they are one of the sponsors of the game (although with Verizon and Monster.com and perhaps others). The fact is the ABC has no real finacial reason to run this game (people playing it are already watching Lost), so they need some reason top make it worth while. I'll allow them a touch of promotion.
Posted by: SixSider | Friday, May 12, 2006 at 07:00 PM
Shiver me timbers...I say credit repair and a can of spinach!
Posted by: Popeye11345 | Friday, May 12, 2006 at 08:12 PM
Oh, good lord--so THAT'S what it was all about?? I hope the Others make quick work of those marketing geniuses.
Posted by: Halfmad | Tuesday, May 23, 2006 at 10:04 PM
Didn't pay off?? It gave a major clue that unlocked half the story for the final episode! Next time goole the things you write about first so you are informed.
Posted by: Hanso | Wednesday, May 24, 2006 at 05:13 PM
Didn't pay off?? It gave a major clue that unlocked half the story for the final episode! Next time google the things you write about first so you are informed.
Posted by: Hanso | Wednesday, May 24, 2006 at 05:14 PM
Settle down Beavis. It's just a TV show. And besides, all your base belong to us.
Posted by: Kevin Dugan | Wednesday, May 24, 2006 at 11:10 PM