Coke Zero’s RWC 2011 ‘Bound By Black’ Book Tour


Coke Zero is gathering messages of support from All Blacks fans all across New Zealand to inspire the team in 2011 via a campaign called Bound By Black.


Coca-Cola is an official sponsor and soft drinks supplier for the tournament and the aim is to give all Kiwis a chance to show their support for the All Blacks for the Rugby World Cup.


Built around a nationwide tour offering fans the chance to send their good luck messages directly to the New Zealand team, the Bound By Black book tour kicks off in April. It sees a book travelling the country – with events in major cities like Auckland, Christchurch and Wellington, that people can sign their names and write inspirational messages of support.


All Black legends such as Christian Cullen and Frank Bunce will accompany the book tour and will meet fans and sign autographs at events.


The campaign’s central website – www.boundbyblack.co.nz – contains details about the tour, dates and locations and also creates an online opportunity for those unable to get to any of the live events and those living overseas to submit their good luck messages and signatures.


There are further campaign collaborations, with radio station The Rock and supermarket chain New World, which offer additional channels for New Zealanders to submit their messages which are then scanned and added to the book.


The Bound By Black book itself will then be presented to the team in July.


Coke Zero is also running a connected promotion offering consumers the chance to enter five ticket competition draws to attend the book signing events and meet the players.


The campaign is being supported with radio advertising on The Rock, a national PR push, plus outdoor and TV advertising.




And they said books were dead…


The Bound By Black idea neatly links the physical world with the real world and does generated something tangible for fans to be a part of.


But does is the competition prize as much of a draw as it might be and does the initiative connect supporters with their team in as compelling a way as Adithread did at previous rugby world cups (see This Is Not A Jersey?)












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