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The Coca-Cola Company USA

Bringing awareness and excitement to the FIFA World Cup Trophy Tour

The Challenge

Coca-Cola, a global leader in the beverage industry, aimed to bring awareness and excitement to the FIFA World Cup Trophy Tour and to host the Coca-Cola Trophy Tour experience in Houston, TX, the one U.S. stop before heading to Africa for the main event. This was a chance to deliver a once in a lifetime opportunity to consumers.

The Solution

Relay provided the strategy of the idea and executed the program in retail, social media networks, Hispanic media, along with the actual event and unveiling of the World Cup Trophy Tour. Coca-Cola tapped on the celebration theme and relied on the Hispanic audience as a catapult to launch and develop the event for the World Cup Trophy Tour. Leveraged media channels included TV, OOH, Partnership Marketing, Experiential Marketing, amongst many others. Targeted publics included both the Hispanic marketing and the general population.

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The results

8%+increase in sales
14,000fans and customers attended the event
19,000,000media impressions

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