Diet Coke to roll out mobile portal

LONDON - Coca-Cola GB is targeting women with a mobile portal called the 'Diet Coke Silver Room'.

Created by mobile agency Marvellous, the portal will have singer Gabriella Cilmi as its brand ambassador.

It is divided into four areas. 'Access' contains music information, guest-lists, tickets to gigs and movie premieres and information on 'secret sales' for shoppers. 'Gossip' contains celebrity news, supplied in partnership with Heat magazine. A 'Style' section offers fashion content in association with, style site Lastly, an 'R&R' section offers downloadable games and gadgets, environmentally friendly living tips from Green Things and the chance to donate to global non-violence charity Peace One Day.

The site will also direct users to Coca-Cola's reward scheme, 'Coke Zone', and drive awareness of monthly prize draws.

The Diet Coke Silver Room will be supported by an integrated campaign.

A mobile push, planned by Vizeum, will aim to drive consumers to interact using the platform. The site will also be promoted through ads on mobile virtual network Blyk, and Coca-Cola's digital outdoor poster site at London's Piccadilly Circus. Consumers will be able to access the Silver Room from this week by texting 'SILVER' to 82233.

In addition to its deals with Heat and, Coca-Cola has secured content partnerships with Fox, Paramount, Sony BMG, Live Nation, Neutrogena and Nivea. The soft- drinks company plans to expand its list of partners in the coming months.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer