Digital MarketingStrategiesCoke Toasts 2014 World Cup With Interactive Minibottles

Coke Toasts 2014 World Cup With Interactive Minibottles

Coca-Cola has launched a program with interactive minibottles in Brazil that will allow football/soccer fans around the world to send messages.

131204-coca-fwc-memorability-ooh-mub-v01-ep-03Beverage giant Coca-Cola has launched a promotion with miniature interactive bottles in Brazil to get fans around the world excited about the upcoming 2014 FIFA World Cup, which will take place across Brazil from June 12 to July 13.

Coca-Cola’s Minibottles of the Whole World program includes 18 aluminum minibottles with the flags of countries that have hosted the World Cup previously, including; Argentina, Chile, Uruguay, Mexico, the US, England, Germany, Spain, France, Italy, Sweden, Switzerland, South Africa, Japan and South Korea, as well as three upcoming host countries – Brazil, Russia and Qatar – plus two special Coca-Cola editions.

These collectible minibottles are also interactive. Through an application, which will be available on Facebook, as well as on the Coca-Cola website, the Apple Store and the Android Market, consumers are invited to sign-up to become virtual fans of Coca-Cola from their respective countries and create characters to send messages to Brazilian fans with minibottles, the brand says.

Brazilian fans, in turn, can download an augmented reality app that utilizes smartphone cameras to interact with the bottles and, as a result, they can interact with international fans registered in the promotion.

“The intention is to provide an opportunity for fans to participate in the World Cup, as well as meet and make Brazilian friends,” Coca-Cola says in a press release.

Contact information is exchanged using Facebook data, the brand adds.

Coca-Cola’s Minibottles of the Whole World program began on January 15 and continues through April 15.

The press release also says Coke is bringing back its miniature bottles in part because they were “a success in the 80s.”

Miniature cases will also be available.

In addition, Coca-Cola is promoting a World Cup Trophy Tour on the 2014 FIFA World Cup Brazil website.

In September, FIFA World Cup and Coca-Cola announced the World Cup trophy was set to embark on a 267-day journey across 89 countries after an official opening ceremony at the Christ the Redeemer Statue in Rio de Janeiro with champions from each of Brazil’s five FIFA World Cup wins. This is the third Trophy Tour Coca-Cola has sponsored with FIFA.

The FIFA World Cup Brazil website allows fans to track the trophy’s journey, including destinations and dates, as well as view interviews, photos and videos.

A Twitter handle, @TrophyTour, also allows fans to follow along. @TrophyTour has about 5,100 followers.

Advertising agency JWT was involved in the Minibottles of the Whole World campaign. A rep was not available for comment by deadline.

A Coca-Cola rep in the US notes the program is run out of Brazil. A rep from the local team was also not available by deadline.

Coca-Cola became an official partner of the FIFA World Cup in 1978, but the brand says it has had ads in World Cup stadiums since 1950. In November 2005, FIFA and Coca-Cola extended their partnership through 2022.

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