We knew that we needed to use technology as the medium connecting Sprite with teens.To do this, our idea was to turn bus stops into giant iPad-like tablets for Sprite. Bus stops were equipped with touchscreen technology and covered in a touch-sensitive film that allowed teens to create a custom Sprite label right there. Any message or influence was fair game for these labels and could be brought to life through the art they created in these bus shelters.

Once they finished their graffiti label, users could send it directly to Sprite’s website and enter the Expresarte Refresca contest. To help select a winner, participants could share the designs on Facebook and invite friends to ‘like’ their branding. The design that received the most ‘likes’ as well as votes on the Sprite website was the winner and designer of the new Sprite branding.

In only one week, 456 people uploaded their graffiti design to the Sprite site and the Expresarte Refresca (Expressing Refresh) contest. In total, we received 7,400 Sprite labels posted to the website with more than 17,200 people commenting on, voting on and posting their ‘like’ to the designs. The campaign was an instant success, resulting in unprecedented WOM across the audience (from 0.5% to 8% in mentions on social media), generating free press coverage (USD $19.000 in a month) and even a sales boost for Sprite (increasing sales by 33%).