Coca-Cola India Builds a Live Wire Room During FIFA World Cup, Executes a Massive Campaign

coke happiness flag

Brand Name

Coca-Cola India

Agency Name

Interactive Avenue

Introduction

Germany might have won the WorldCup, but it was the Social Platforms that were the real winners of the FIFA World Cup 2014.  Post 2010 WorldCup, Facebook reached a landmark- it grew to 1B registered users and Twitter reached a 100M users. In the year 2014, FB is at 1.3B users and Twitter is now has upto 251M users.

The FIFA story for Coca-Cola India began with the search of the wonder boy for the Trophy Tour in December, 2013. On 2nd April, 2014, India began to seed conversations about the launch of the #WorldsCup and played a significant role in creating buzz.

Soon after, the brand opened happiness for thousand of Indians by inviting them to submit their pictures for the Happiness Flag. With the opening ceremony of the FIFA World Cup, began a 30-day marathon – starting with the launch of the ‘Live-wire’ room to seed positive conversations, tweet and post football-related content to directly engage football-fanatics in India.

The brand received phenomenal response. Here is a detaied social media case study of the same.

 

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