Sprite rolls out 'green carpet' for China premier of The Green Hornet

The Green Hornet stars Seth Rogen, Kato (Jay Chou) and the director Michel Gondry all attended the star-studded event. Taiwanese pop music king Chou has been a Sprite ambassador since 2008.

“His new Hollywood role is great and we decided to work with Sony Pictures to create a unique campaign to generate pre-movie buzz and interest,” explained Andres Kiger, senior director of integrated marketing solutions at Coca-Cola Greater China.

In addition, the company launched a digital 3D campaign that asked consumers to show off their creative spark, leveraging unique 3D elements and uploading their creations to the Sprite website. Netizens could then vote for their favourite entry and stand the chance to win a replica of 'the black beauty' - a car featured in The Green Hornet and unveiled at the event.

The company also activated over 3,300 stores across China with promotions inviting consumers to share their spark and also win prizes including thousands of movie tickets. Over one million consumers across China participated.

Coca-Cola has worked in partnership with many movies, but Kiger pointed out that "in this case, this was a China only partnership between Sprite and Sony to help further generate interest in this exciting new movie co-staring China's number one superstar.”