COCA-COLA WORLD CUP CAMPAIGN
SEO & PPC
Video & Photography
11 Million Bottles of Brand Building “Gooooals!”
Nothing says fun more than big sporting events, lively crowds, and an ice-cold Coca-Cola. In the Caribbean Islands soccer (football) is king and getting all those World Cup fans to connect and engage with a super-brand like Coke, was the task we had to kick. How do we wrap a massive event like the World Cup and consumption of the world’s leading beverage into a campaign dripping in digital data-science? One ice-cold Coke at a time, that’s how.
First, we crafted a strategy that would integrate offline beverage consumption and digital engagement into a refreshing campaign. With 11 million bottles of Coke being run, we had our offline platform well defined. Not to mention, we were selling lots of Coca-Cola, so the client would also be very happy.
Next, we gamified the consumption of those 11 million bottles of Coke into a chance to win prizes and share data with us marketers, via the branded website or app. We not only wanted to sell Coca-Cola we wanted to drive those customers to our digital platforms to capture data.
Enter “Kick, View, Win.” Every time someone enjoyed a Coke at a World Cup event across the Caribbean, the customer could look through the label of the empty bottle to see the prize and code on the other side. These codes would then be entered into the branded website or app (in exchange for some simple customer data) and redeemed for prizes.
Customers were also encouraged to social post images of themselves with the Kick, View, Win bottles of Coke using hashtag #kick2Win for more chances to win. Winning could mean more prizes or include being featured on large public view screens during broadcast games of the various regional soccer teams. Now, who doesn’t love to see themselves on the big screen!
On the back-end, C7’s marketing teams would capture customer data and integrate it into “after-event” marketing and promotions. We would also, securely use this data to learn more about customers, where clusters of customers lived, and what types of events, they enjoyed… and much more.