The strategy was to associate Spite with current “cool” music scene via events that offered a true brand experience: (11) pirate/flash” concerts of the latest cool bands on the scene, at the most unexpected places and times.The campaign developed was a high affinity unconventional multimedia campaign which utilized: TV, radio, internet as well as PR; initial teaser poster/V campaign was implemented to create a “buzz” via word of mouth, followed by revelation campaign, along with street marketing.

The tangible results of the Sprite Pirate Music Attacks 2003 campaign were the following: as award for the BEST PROMOTION of 2003 in Italy; 50 000 spectators at the concerts and more that 200 000 contacts; more than 90 articles written up in the national as well as local press; 30 000 0.5lt PET bottles sampled; CP 100 000 registered users in 2 months on the site; high campaign efficiency (advertising index 16).