FIFA World Cup Trophy Tour
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.
Football is the world’s most popular sport, and the FIFA World Cup™ is the sport’s most watched competition. 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.
total PR impressions globally
new Instagram followers gained
photos taken with the Trophy
kilometers traveled carbon neutral