FIFA World Cup Trophy Tour by Coca-­Cola

THE BRIEF

To celebrate the 2014 FIFA World Cup, Coca-Cola created the largest marketing program in the Company’s history.

With the World Cup, everyone is trying to capture consumer attention. To kick-start the excitement, Coca Cola began doing that 10 months-out, building momentum right up to when the first ball was kicked.

To accomplish this, Coca-Cola, FIFA, and MediaCom joined forces to bring the world’s most celebrated trophy to the World during through the largest, most fan-filled FIFA World Cup Trophy Tour of all time – and encourage consumer interaction across the 92,000 mile campaign journey.

OUR IDEA

As part of “The World’s Cup,” the FIFA World Cup Trophy Tour by Coca-Cola, which launched in September 2014 in Rio De Janeiro, gave more than one million people around the world the chance to experience soccer’s most coveted prize in their own communities.

MediaCom created a Facebook page dedicated solely to the story of the trophy and its journey. It was used as the central hub to drive engagement and house all of the exclusive content – updated daily with  photo and video assets coming from the stops in 90 countries, paired with engaging and multi-language copy to reflect each event and the local football history. The tour did not stop and nor did we; updating and moderating the page 24/7, even over the Christmas and New Year period.

On site, fans had the chance to have a souvenir photo taken with the trophy, view a special hologram animation showcasing memorable World Cup moments and participate in other interactive attractions.

THE RESULT

  • Overall, the campaign got 70 millions post impressions across social media, and made a tremendous impact in the local communities in each country – including 45 Heads of states and 33 FIFA World Cup Winners who came to admire the Trophy.
  • The FIFA World Cup Trophy Tour by Coca-Cola Facebook page garnered 3.2 million likes.
  • During the course of the tour, there were 962,767 likes of content, 15,244 comments on content, 22,812 shares, and 3,159,828 fans gained.