Do you have a celebration you want to share with the world via social media? Coke is creating powerful platform for you to use as part of its new marketing direction.
Coke launches Social Media Campaign for World FIFA Cup
With the upcoming FIFA World Cup football games (known as soccer or European football in the US), event sponsor Coca-Cola is launching its single largest, integrated marketing campaign. The campaign will run in 150 worldwide markets and will include multiple ads, some of which will appear only on social media sites. The shift toward social media marketing is based on a marketing decision made by Coca-Cola earlier this year.
The flagship ad, named the “History of Celebration,” will feature legendary footballer Roger Milla, in his famous goal celebration dance during the 1990 competition. With a montage across the years of other footballers in celebration, the ad includes a smiling and nodding Milla today, sitting in the stands, enjoying the celebrations and drinking—of course—a Coke.
In a further ad designed specifically for online channels, an animated African child seeking his own celebration, encourages users to upload video of their personal celebrations to YouTube. Joseph Tripodi, chief marketing and commercial director for the campaign calls it Coca-Cola’s ‘best campaign,’ explaining that it asks fans the question: ‘What’s your celebration?’
Emmanuel Seuge, group director, worldwide sports, and entertainment marketing for Coca-Cola say, “Our entire football campaign was designed to amplify the global, Open Happiness campaign for Coca-Cola. By tapping into the joyous feelings that are expressed in goal celebrations, we bring to life that moment of happiness and uplift that is at the heart of our brand.”
The 150-market outreach will focus on countries with a well-established football (soccer) fan base, such as England and Brazil. Emerging fan bases, including India and the United States, will also be targeted. All of the ads feature a music soundtrack created by Somali-born musician, hip-hop artist K’NAAN.
A Coke and a Smile… and a YouTube Video
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Why don’t you have a twitter or FB link anywhere on your site? Weird that you dedicate your site to Social Media and don’t seem to use it effectively…
You are so right about the many tools of Social Media. We’ve had a blog crash recently and are still getting our site put back together.
Thanks for your comment.