Mid May saw Coca-Cola launch the next phase of its regional Euro 2012 activation which revolves around the idea of unleashing the inner super fan.
The integrated campaign, leveraging its position as official global sponsor of UEFA Euro 2012, the soft drinks giant is asking consumers and football fans to celebrate football happiness by emerging from their shells and giving in to their inner super fan feelings.
The work is led by a longer 90-second spot, created by agency Publicis, that literally shows hardcore committed fans sprouting feathers in national colours and emerging from their standard human body shells (all through the happy magic of Coca-Cola of course).
Cut downs are being created for individual markets that focus on specific country-related team colours and emblems.
Various versions of the TVC in different markets also drive viewers online to the digital parts of the campaign. So, for example, in the UK the spots feature the Coke Zone URL and incentivise consumers to the visit the microsite to be in with a chance to win Euro 2012 tickets.
This UK digital platform for both Coke and ‘bloke brand’ Coke Zero also hosts the branded entertainment Coke Zero football initiative ‘Challenge Europe’ in partnership with EA Sports. From late April to early June this challenge gives consumers the chance not only to play the online game, but also to submit their own challenge and describe their passion for that challenge in order to stand a chance of winning a Euro 2012 ticket.
The two entrants who are deemed by the brand to have the most passion about their challenges will win. The grand prize winner will receive a trip for two to Kiev and tickets to the UEFA 2012 final, while the secondary winner will receive a trip for two to the EA Sports studio in Vancouver, Canada.
Coke Zero has also partnered with EA Sports in the UK to conduct sampling in city centres in Britain.
Visitors to the site can also participate in several other immersive Euro 2012 initiatives. For example they can access a Fan-Nation app to create their own super fan character.
The brand is also running a ‘Coke Fan Reporter’ competition on TalkSport to further bolster its Euro 2012 sponsorship. This competition runs until June and the winner of it will ‘report live’ from Euro 2012 and get a six month-paid internship at the radio station.
This collaboration is part of a six-figure Coke deal to partner with TalkSport on the radio station’s Euro 2012 Football Championship and revolves around a competition for a young football writer to join TalkSport’s team at the tournament.
Coca-Cola is TalkSport’s exclusive non-alcoholic beverage partner for the tournament and is also sponsoring a tailored highlight package through the competition – ‘Coca-Cola Goal Report’.
The promotion, developed in tandem with agency Vizzeum, began on in early May and includes on-air activity, a branded microsite on TalkSport.co.uk and mentions on TalkSport’s Facebook and Twitter feeds.
Coke Zero will also push its own campaign via in-store and on-pack giveaways of ticket packages.
Coke Zero will also offer the chance to win tickets to the final in Kiev via an in-programme competition during ITV’s coverage of the tournament.
Other aspects of the core ‘Let’s Get Crazy’ Euro 2012 campaign have been running in host countries Poland and Ukraine since at least 2011.
Indeed, this initiative has already rolled out several elements from the ‘Spirit of Euro 2012’ TV with its crazy flying cartoon characters to airport installations. See previous case study for further details.
The latest innovative part of the host nations’ ‘Let’s Go Crazy’ work was a live 3d mapping outdoor projection in Warsaw.
Coke is also leveraging Euro 12 with other creative in various non European markets around the world – such as this recent May TVC:
Comment:
Up until this month, Coca-Cola’s UK sponsorship activation in 2012 has been largely dominated by its London 2012 ‘Move To The Beat’ campaign.
This multi-facted initiative both directly with UEFA and in collaberation with other partners really sees Coke put its activation weight behind this summer’s biggest international football tournament too.
However, despite this, it may well be the case that its Olympic Games work does continue to somewhat overshadowed its sponsorship of the Euro 2012 football championship.
The Mark Ronson fronted music-sport cross-over campaign for the Olympics was launched in London back in February and has been running right across Europe ever since. See previous Move To The Beat and My Beat Maker App case studies.
And despite this month’s launch of the brand’s multi-element integrated Euro 2012 campaign, it seems the Olympic work may continue to overshadow the UEFA tournament activity – not surprising perhaps considering that this year’s Olympics are hosted in London.
Indeed, even the Coke Zone loyalty site is currently hosting initiatives for its IOC Olympic partnership, led by a competition to win special City Celebration Tickets for the Olympic Torch Relay.
Links:
www.ea.com/uk/football/1/euro12-coke-challenge
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