News: Drake Opens Up About Sprite's First Ever Global Marketing Deal, "They Recognized My Potential"
Friday, Feb 12, 2010 10:20AM
Young Money's Drake has opened up about being chosen to represent Sprite's first ever global marketing campaign.
Labeled as the "Spark" campaign, Drake revealed how his partnership with the popular soda beverage came together.
"My management brought it to me and explained the initial idea and the message behind it and I was all for it," Drake said in an interview. "The campaign is really about creativity through music and film and promotes fresh thinking and originality. I guess they recognized my potential based off what has happened with my music career in the last year. I think it's a great thing to be responsible, in a way, for exciting young kids." (Billboard)
Drake will up his profile with the campaign as he invades television and the Internet.
The campaign -- dubbed "The Spark" in reference to the brand's 2009-updated logo -- features hip-hop musician Drake and includes multiple TV spots, online music remixing and movie-creation tools, mobile, outdoor and print elements. In addition, the brand is leveraging its NBA relationship via new efforts such as a new amateur dunking contest, as well as its step-team competition for college students. The Spark campaign, from Bartle Bogle Hegarty New York, includes two phases -- one music-oriented, one film-oriented. Each will be supported by a variety of media. Eight commercials will be aired in cinemas, as well as on TV. (Media Post)
The full campaign is set to begin next month.
"The Spark Music Project," an online music mixing tool that is set to launch in March, encourages consumers to make their own music. The interactive site will let visitors remix music by hip hop artist Drake with music from emerging artists around the world. Users can share their remixes, as well as vote on other fan remixes, and save their song as mobile ring tone. (DM News)
Details on the rapper's on-screen role were released earlier this week.
"I'm just not feelin' it," he says, until he gulps the contents of a bottle of Sprite. Special effects depict the liquid coursing through his transformed body, after which he begins singing what sounds like it will become his next hit tune. There will also be versions of the commercial using music and film stars who are popular in countries like China and India. (New York Times)
Check out Drake's Sprite commercial down below: