Coca-Cola - History of Celebration

After the FIFA extravaganza that has put Africa into the lime light, sweeping away its worries in the ear breaking sounds of the vuvuzela and shocking predictions of an octopus, now it is time to revisit one commercial that captured the magic of soccer and that too across the ages.... No prizes for guessing and here it is....

The winning team (Spain) has gone back home and all the horn blows and pomp that made South Africa beam has died down... billions of fans around the world have experienced a spectacular sporting event and now many of those people will now for ever cherish experiences that brought the FIFA World Cup to life through visuals like this one......

The outlets in more than 160 countries, the music, interactive programs, on-site experiences and the FIFA World Cup Trophy Tour by Coca-Cola( which took the solid-gold symbol of football supremacy to 94 cities in 84 countries including 50 countries across the African continent. Nearly one million people had the opportunity to see the FIFA World Cup Trophy up close and have their photograph taken with the Trophy.) all made this association a grand and successful one for Coca-Cola...

The fact that the trophy tour is the largest experiential marketing tour ever undertaken by Coca-Cola itself shows the primacy that was attached to the event....

.... It seems this is one global brand leader who lived up to its position.....

"The global interactive marketing campaign in support of the Company's sponsorship of the landmark sporting event is an extension of the Coca-Cola brand platform "Open Happiness." says its officials site... The multi-faceted campaign, "the largest consumer program in the Company's history"(!!!) is believed to be successful in creating a brand connect with hundreds of millions of people around the world in the lead up to the tournament and during the finals.....

Released in more than 150 markets around the world and reaching number one on music charts in 17 countries and moving more than 800,000 download purchases this piece of communication is creating ( or has already created ) a wave.... The video has amassed more than 87 million views on You Tube and this talks about optimum usage of social media in brand connect....now that sounds awesome to me sitting in this corner of the world....

Now that this benchmark is set, event related experiential marketing is all set to score new heights...