One of FIFA sponsor Coca-Cola’s more interesting local market on the ground activations was a large-format augmented reality (AR) experience in Zürich’s main railway station.
The campaign, launched in the third week of June, aimed to celebrate the 20 cola brand’s ongoing support for the game and its partnership with FIFA’s World Cup.
Train travellers and football fans were able to experience in person (on screen) just what it’s like to in a team with star Swiss player Xherdan Shaqiri.
The Switzerland winger treated participants to an AR on-screen show of skills and were then invited to get involved, show their own ability with the ball and try and few passes with and shots against Shapiri.
At the end of the experience, each user is prompted to take a photograph with AR Shaqiri to share socially and each also has an option to enter their contact details in order to receive a personal copy of the image as well as a chance to win a FIFA World Cup Official Match Ball.
The participatory experience was amplified via a PR campaign strand and further supported across the brand’s Swiss digital and social channels with additional content,
as well as elements of the ongoing global Cole World Cup activation which ranged from its FIFA World Cup official anthem Colors
to on-pack products and offers.
The campaign was created by Coca-Cola in tandem with digital agency Top-Spot and DOOH creative services firm Grand Visual (which also directed and built the bespoke creative technology set-up).
Project initiation and promotion consultancy were performed by GroupM Out of Home, while media planning and buying was by Top-Spot and Mediacom.
While Anthem provided video assets and delivered a social sharing app to further engage audiences on-the-go.
“Coca-Cola Switzerland is pleased to offer a new type of experience for football fans,” explained Coca-Cola Switzerland Senior Brand Manager Robert Percze.
“It’s the perfect way to get people into a perfect football mood right at the beginning of the FIFA World Cup 2018.”
Dan Dawson, Chief Creative Technology Director, Grand Visual, added: “It is great to be working with Coca-Cola again on a project that taps into the most coveted cultural event of the year. The appetite to innovate and collaborate, right from the start, has made the delivery of this project seamless. Clever use of technology has produced a memorable experience that participants can share online with family and friends.”
Comment:
Surprisingly there wasn’t the avalanche of augmented reality activation that we say at the Winter Olympics or even UEFA Euro 2016
Perhaps most brands and agencies are waiting for the next development step in the technology?
Or perhaps it was a leading edge tech tactic used primarily to drive positive first mover led PR?
Links:
Coca-Cola Switzerland
https://ch.coca-colahellenic.com
https://twitter.com/CocaCola_CH
https://www.facebook.com/cocacolaswitzerland
https://www.instagram.com/cocacola_ch/
https://www.youtube.com/user/cchellenicschweiz
Grand Visual
