The Coca-Cola Company took a major step towards building ever stronger links between consumers and their sparkling beverages by announcing Sprite Yard, a real-time digital “on-the-go” community that provides social connections and downloadable content via their mobile phone anytime, anywhere.

This mobile community launched in China on June 1st and will go live in the US later this month, and will become active in other countries around the end of the year.

The Sprite Yard creates an entertaining social experience beyond the value of traditional online destinations by providing consumers constant mobile, social and brand connectivity through mobile devices such as cell phones and personal digital assistants (PDAs).

Members of this new “community-to-go” have access to a host of functions that they can share with their network of friends. Users build their community by inviting and being accepted by other Yard users as their friends. This allows them to share photos through the Pix gallery, showcase a snapshot of their activities in the Planner, post pictures and discussions on Scribbles, and send short mobile messages – Shouts, to individuals or groups.

“We know that when it comes to reaching teens, mobile is the medium. This program will enable us to connect with teens by putting Sprite both in their hand and in their phone,” said Denis Sison, Sprite Global Brand Director, The Coca-Cola Company.

Read the extensive press release from Sprite HERE.