Category
Sports
Country
USA
Year
2018
Category
Sports
Country
USA
Year
2018
Category
Sports
Country
USA
Year
2018
The Challenge
With the 2018 World Cup hosted in Russia, US fans had no home-field connection to the tournament. Coca-Cola's exclusive global Trophy Tour rights created the opportunity — but activating it meant driving genuine cultural relevance across a diverse American market while converting fan excitement into measurable retail results.
With the 2018 World Cup hosted in Russia, US fans had no home-field connection to the tournament. Coca-Cola's exclusive global Trophy Tour rights created the opportunity — but activating it meant driving genuine cultural relevance across a diverse American market while converting fan excitement into measurable retail results.
The Approach
Managed the full ecosystem: VIP Trophy experiences, live entertainment, soccer clinics, purchase-linked ticket giveaways across hundreds of retail stores, and a fully integrated IMC campaign spanning TV, OOH, digital, radio, and social. Coke, Coke Zero, and Powerade activated together as one unified brand presence.
Managed the full ecosystem: VIP Trophy experiences, live entertainment, soccer clinics, purchase-linked ticket giveaways across hundreds of retail stores, and a fully integrated IMC campaign spanning TV, OOH, digital, radio, and social. Coke, Coke Zero, and Powerade activated together as one unified brand presence.
The Results
870M+
Total Impressions
Total Impressions
60K
Fans at activation
430+
Retail Stores activated