Campaigns kick off
Coca-Cola ran an interesting campaign in the run-up to the Football World Cup, which has just kicked off.
The global major, also one of the sponsors of the tournament organised by Federation Internationale de Football Association (FIFA), invited consumers across the world to submit digital photographs of themselves.
This would be included in a massive digital photo flag the company was creating for the opening ceremony in Rio de Janeiro. The results were surprising: 15,000 Indians submitted their photographs, second only to Brazil.
Coke didn't stop there. It launched special edition cans in India, aggressively promoted the tournament on social media, brought the FIFA World Cup to the country in December and had local-level activations in football-crazy states such as Kerala, West Bengal and Goa in a bid to create the necessary buzz around the tournament.
Text: Viveat Susan Pinto, Business Standard
Image: The Happiness Flag infographic. Over 200,000 images of football fans' faces from 207 countries were used to create Coca-Cola's 'The Happiness Flag'. The Flag was part of Coca-Cola's 'The World's Cup' campaign for the 2014 FIFA World Cup.
Image courtesy: The Coca-Cola Company