Coke and The FIFA World Cup Tour – Taking the most of the tool

Coke is the FIFA World Cup Trophy Tour sponsor and uses the tool in several ways. The visibility, of course, is guaranteed. But the brand goes beyond, way beyond.

In Brazil, for example, it’s generated a great buzz. With the upcoming arrival of the trophy, Coke put a giant safe in one of the busiest São Paulo squares (below). The passersby who answer correctly to 10 World Cup related questions get to see what’s inside it.

Apart from that, the company is using the visit to boost Sales and strengthen its relationship with partners from several sales channels. To get tickets to see firsthand the coveted trophy, people need to buy Coke products in McDonald’s, Wal*Mart and Cinemark stores.

Take a look at a video of the African trophy tour.

Coke, World Cup trophy Tour, activation, Sport marketing, sponsorship