Putting on young creators is in Sprite’s DNA.
But in 2020, with concerts on hold and music venues shutting down, a lot of young artists had to put their dreams on hold.
So for Sprite’s first promo campaign under the Thirst For Yours platform, we decided to give young musicians an important rite of passage they’d been missing out on:
being an opening act.
That’s why we put on Live From the Label: three livestream concerts starring 3 big hip-hop acts.
The series wasn’t just about the headliners. It was about the openers: 3 up-and-coming Sprite Way musicians.
Because every artist - even our headliners - started as an opening act. And these shows were a first step for our openers to one day become headliners themselves.
They were also mentored by our headliners, exposed to their fanbases, and were interviewed by our host, hip hop journalist Brandon ‘Jinx’ Jenkins.
And we wanted to go beyond putting on young musicians. So we also gave young designers an opportunity to design an exclusive merch collection for each show.
All you needed was a bottle of Sprite or Sprite Zero Sugar - it was your only ticket to the shows.
The results were pretty great, too. Here’s a bunch of numbers:
Generated 3,012,707 impressions across LFTL microsites, email and SMS
Earned over 15,000 opt-ins to SMS and email reminders
931,130 total QR code scans & microsite views
PR generated 3.67 billion+ earned media impressions and secured 408 placements across online/print/broadcast/social media channels