For Euro 2012, Coca-Cola want to celebrate consumers’ passion for football by being there with them in ‘the moment’.
We identified the two key properties through which to build a meaningful association, talkSPORT and ITV – the tournament’s two commercial broadcasters.
We focused our investment in these channels to maximise efficiency & relevance (fewer things bigger, better), and ensure our audience didn’t experience the campaign in the same space as any Olympic activity (competing with ourselves could potentially damage the credibility of both sponsorships).
Coke Fan Reporter
Working with TalkSport we created and executed a truly unique and engaging partnership – the Coke Fan Reporter.
Building on Coca-Cola’s Future-Flame ethos, we began a search for the best young talent in sports journalism.
Using coverage across talkSPORT’s radio, digital and social platforms, entrants were asked to create their own commentary to their favourite goal of all time. 5 selected winners were then brought on air for a week of intense boot-camp style tasks, judged by a panel of talkSPORT experts and Coca-Cola representatives.
The final winner was awarded a once in a lifetime experience… reporting from EURO 2012 for Coca-Cola and talkSPORT, as well as a 6 month paid internship with the station.
The winner will become the official Coke Fan Reporter, reporting in ‘the moment’ on all the passion and celebration of the tournament, bringing these moments of celebration to our audience, all courtesy of Coca-Cola.
You can follow the Coke Fan Reporter on air and via their own Twitter account for updates throughout EURO 2012 and beyond.
Eventising England vs France
To give our campaign room to breathe amidst the inevitable Euro advertising clutter, we created a unique pre-tournament collaboration with ITV.
We wanted to invite fans to join in the celebratory moments whilst supporting a consumption moment. So… we arranged for our ad to be screened exclusively after ITV’s trailers for England’s opening clash with France. Whilst viewers were also given the opportunity to win EURO 2012 tickets and interact with our FAN-NATION app on Facebook for deeper brand engagement.
It’s important for a brand like Coca-Cola to leverage their associations with big sporting events, but equally important that we don’t do so in a way which might confuse or alienate supporters.
Through a combination of key partners and unique activations, Vizeum have created a campaign that reaches out to fans and drives Coke’s tournament association in the most relevant environments.