MSN, Sprite create online music platform for teens

MSN and Sprite have joined forces to launch The Scenario, 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. "Working closely with MSN and its Branded Entertainment and Experiences Team, we have created an experience that embraces the passion that teens have for music and MSN Messenger to bring Sprite to the millions who visit MSN every day." 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: Discover and buy new music. The site is the newest place online where teens can find what top DJs from around the country -- including Big Tigger, DJ Spooky and Tony Touch -- are spinning. Consumers can hear recommended songs and mixes from these DJs as music samples, or they can buy and download the full songs and mixes from MSN Music. The playlists will be frequently updated to reflect the latest music and artists. The site offers music fans personal recommendations on new, old and obscure music from the hottest club scenes and, through integration with MSN Music, the opportunity to purchase the music for later replay. Surf to Thirst Radio. Thirst Radio, the first branded radio station available on MSN, allows users to listen to a Thirst-hosted radio station even when they are not in The Scenario. Programming will be constantly updated to reflect new artists and tracks. Interact with Miles Thirst on MSN Messenger. Teens can bring Miles Thirst into their conversations by sharing audio clips featuring his voice and tone during MSN Messenger conversations, and by downloading backgrounds and displaying pictures (tiles) and emoticons for members of their contact list to enjoy. 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."