Coca Cola, launches new mobile website for Diet Coke drinkers in the UK

Coca-Cola Great Britain (CCGB) has launched a new ground breaking mobile portal, the 'diet Coke' Silver Room, designed to appeal to a new generation of 'diet Coke' drinkers. Created by mobile specialist agency Marvellous, the 'diet Coke' Silver Room, fronted by singing sensation Gabriella Cilmi, brings together the best in celebrity gossip, fashion, music, film, green issues and games along with a host of unique member offers, targeted at young female consumers across the country.

The site went live in mid-September and will be supported by a fully integrated marketing programme including a digital campaign and consumer PR to drive awareness among female 16 - 24s. A major mobile media campaign, planned by Vizeum, will also drive hundreds of thousands of consumers to interact within the platform. The site will also be promoted by the ad-funded MVNO Blyk, and the iconic 'Coca-Cola' digital site at Piccadilly Circus.

'Diet Coke' Silver Room is divided into the following content areas:

• Access: The latest, coolest stuff you can't get anywhere else. Access has the inside track on music, guest-lists and always has tickets to the hottest gigs, movie premiers & secret sales in town.
  
• Gossip: the crazy world of celebs, in your pocket. Partnered with Heat, take time out with 'diet Coke' to find out the latest celebrity gossip in bite-sized chunks.
  
• Style: Get the look with Get Lippy. You wouldn't want to be seen in anything else.
  
• R&R: Take time out with 'diet Coke' with fun downloadable games & gadgets. Do your bit for the world with green tips from Green Things & make a donation to Peace One Day by downloading celebrity phone art.

Cathryn Sleight, marketing director for Coca-Cola Great Britain, says: "We have been looking at new ways to create a fresh dialogue with the next generation of 'diet Coke' drinkers. We feel the 'diet Coke' Silver Room integrated with our ongoing loyalty programme 'Coke Zone' is the perfect platform to offer these younger, tech savvy consumers a unique combination of great content and access to amazing rewards. Mobile technology is the perfect way to communicate with today's busy young women, as it puts these consumers in charge by offering accessibility wherever and whenever they want to engage with the brand."