Coca-Cola is a long-term partner of the FIFA World Cup . The marketing mavens at The Coca Cola Company have created a number of memorable FIFA related marketing campaigns, appearing at stadium events since 1950. In 2018, in keeping with their strategy to appeal to a younger demographic, The Coca Cola Company decided to leverage augmented reality in their 2018 FIFA marketing campaign.
The brand celebrated the start of the 2018 World Cup with a football-themed augmented reality experience outside of Zurich’s main train station in Switzerland.
A unique augmented reality experience was created for Zurich Central Station. It gave passers-by the chance to demonstrate their football skills, using augmented reality to make participants feel like they were playing alongside Xherdan Shaqiri. Shaqiri’s footage was taken in front of a green screen and adapted to allow participants to play alongside him.
Participants watched a show of skill from Shaqiri before he ‘gestured’ to the participant to play a few shots against him. At the end of the experience, the user was prompted to take a picture. The Coca Cola Company then collected their details so participants could receive a copy of the photo and a chance to win a FIFA World Cup official match ball.
By creating a fully-immersive experience in a location with a lot of foot traffic and involving a high-profile and timely event, Coca-Cola ensured passers-by would want to participate, paving the way for social media amplification.
While the campaign itself was not large scale, the experience was set up outside Zurich’s main train station and was only on for 2 days, the campaign was so popular they had more than 1000 passers by stop and engage.
Why is this relevant now?
We have been writing about the current consumer mindset and what to expect in the next few months given the economic uncertainty. Experiential and augmented reality marketing campaigns like this have the potential to generate sales on a much larger scale today. As consumers are having to make choices between major spend buckets, including living expenses, entertainment and travel, an experiential marketing campaign is far more likely to engage your consumer and increase sales as compared to more traditional advertising.