ever had the feeling you've been co-opted?
oh and urban = black, obviously

this shit makes me gag

MSN and Sprite target teens with 10-inch spokesperson for hip-hop experience

by Staff Brand Republic 24 Mar 2005

NEW YORK - MSN and Sprite have teamed up to create an online music entertainment promotion centred around a 10-inch Sprite obsessed digital character, called Miles Thirst.

The Senario is an online music entertainment experience giving teenagers the opportunity to listen to some of the hottest hip-hop DJs in the country, through the MSN Music service.

Miles Thirst is described by Sprite as a "one-of-a-kind spokesperson, a 10-inch urban vinyl figure" who will reinforce the brand's "Obey Your Thirst" message.

Consumers can hear recommended songs and mixes from DJs as samples or they can buy and download the full songs and all the latest mixes from MSN Music.

The site offers music fans personal recommendations on new, old and obscure music from club scenes and through integration with MSN Music, the opportunity to purchase the music for later replay.

Thirst Radio, the first branded radio station available on MSN, allows users to listen to a Thirst-hosted radio station even when they are not in The Senario.

Teenagers can bring Miles Thirst into their conversations by sharing audio clips featuring his voice and tone during MSN Messenger conversations, and by downloading and displaying pictures and emotions.

The campaign, created by Sprite, a Coca-Cola brand, and the MSN branded entertainment and experiences team, will also comprise cross-network promotions and advertising to draw audiences to the custom site.

Gayle Troberman, director of the branded entertainment and experiences team at MSN, said: "The Senario is an entirely new way of connecting with teens where they live on MSN, in MSN Messenger and on MSN Music.

"We expect the campaign to help make Sprite a part of the teen consumer's digital experience every day."