One of the tricks of CGM (Consumer Generated Media) is giving the tools to the users and let them play with the brand. The guys from LoopLabs (and it’s flash guru Craig Swann) have a really handy shortcut, offering a service of ready-made audio remixers and sequencers.
Update: seems LeBron also has a blog.
Three finalists, and three different versions of the commercial will air during NBA All-Star Weekend, with viewers asked to pick the best. The song that gets the most votes will be turned into LeBron’s theme song. The music may also be played when he is introduced at NBA games.
It seems that Coca-Coca company is fun of the audio web applications, since the old one from Fanta (URL offline).
Of course, any online effort should be part of an integrated campaign so CP+B has ensured support on television, radio, and media merchandising. But not on print: “The target audience for Sprite is a younger teen audience and they live online. They don’t consume as much written medium,” said Susan McDermott, a representative at for Coca-Cola.
I guess print doesn’t have the “remixability” feature …