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Coca-Cola to launch Diet Coke mobile portal

Soft drinks giant Coca-Cola Great Britain on Monday will debut a new mobile portal designed to appeal to a new generation of Diet Coke drinkers.

The portal, called the Diet Coke Silver Room, combines celebrity gossip, fashion, music, film, games and green issues with member offers linked to the Coke Zone loyalty program.

Fronted by singer Gabriella Cilmi, the mobile site is targeted at young, tech-savvy female consumers ages 16-24 across Britain.

Marvellous, London, is the mobile agency that created the portal. Vizeum is the media agency and Six and Lewis Public Relations handle consumer PR.

British consumers will be able to text the keyword SILVER to 82233 to access the Diet Coke Silver Room. Returning texts will direct consumers to the next steps and the site's address.

The mobile portal is divided into four content areas.

The first is Access, offering the latest music, guest lists and tickets to hot gigs, movie premieres and secret sales in Britain.

Next is the Gossip section. Coca-Cola has partnered with Heat to offer the latest celebrity gossip in snack-sized items on the portal.

The Style section will help consumers get the look with Get Lippy.

Finally, the R&R area will offer downloadable games and gadgets. Consumers will also be able to get environmentally-friendly tips from Green Things and donate to Peace One Day by downloading celebrity phone art.

Equally important, consumers will be able to link through to the Coke Zone loyalty rewards program in Britain to increase awareness of monthly prize draws.

All content will be updated daily on the portal.

Other brand and content partnerships that Coca-Cola has struck for its Diet Coke initiative includes those with Fox, Neutrogena, Nivea, Paramount, Sony BMG and Live Nation.

Coca-Cola Great Britain is one of the leading beverage marketers in Britain. Coca-Cola Enterprises Ltd., the company that manufactures and distributes Coca-Cola products in Britain said it supplies 240 million cases each year in Britain.

Per its plan, Coca-Cola will run an integrated marketing effort including a digital campaign and consumer PR to promote the Diet Coke Silver Room.

Vizeum will also launch a mobile media campaign to drive consumers to interact within the portal.

Blyk, an advertising-supported mobile virtual network operator, will promote the mobile site.

Offline, the Diet Coke Silver Room will be publicized on the Coca-Cola digital billboard at London's heavily-trafficked Piccadilly Circus.

Coca-Cola is a major user of mobile marketing efforts worldwide to promote itself to young audiences worldwide.

The Diet Coke Silver Room will currently go live only in Britain.