FIFA World Cup Trophy Tour

A Marketing Story by Havas about Coca-Cola

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Coca-Cola

Brand Development

Challenge

Every four years, the FIFA World Cup™ provides an unparalleled opportunity for the best and brightest brands in the world to compete for attention on a global stage. The 2018 FIFA World Cup™ was no exception. Coca-Cola challenged us with creating a once-in-a-lifetime experience leading up to the FIFA World Cup™, connecting with soccer fans around the world through inspiring branded content.

Solution

We extended the excitement around the FIFA World Cup™ by making Coca-Cola’s sponsorship of the event more meaningful to fans. For the fourth time, we took the FIFA World Cup™ Trophy on a tour around the world — touching millions of fans in 91 cities in 51 countries, including 26 new markets. These fans — many of whom don’t even have television access to watch the World Cup™ games — stood face-to-face and took a picture with the iconic trophy, shared photos within the innovative FIFA AR experience, challenged the Coca-Cola Robokeeper, and got pumped up in the Sensorial Room. Fans received a printed and digital copy of their photos, as well as a personalized Share a Coke can with their name printed on the label. Leveraging top athletes and digital influencers, we shared the amazing journey of the FIFA World Cup™ Trophy Tour to soccer fans everywhere, allowing them to celebrate their passion for the sport and get #ReadyFor the FIFA World Cup™ — all through Coca-Cola. We developed a brand new Instagram channel to share content in real-time. Brand love grew, countless stories were made and the World Cup united the globe.

User Experience (UX/UI)

Event Management

Social Media Management