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