To celebrate the 10th year of the ‘Coca-Cola Cup’ football tournament, Havas Sports & Entertainment has launched a reality TV show in Argentina called ‘Sueños de Copa’.
Coke’s new ‘Cup Dreams’ reality TV series in Argentina aims to ensure viewers live all the emotions of the country’s Coca-Cola cup competition.
The show is being broadcast weekly on national TV channel Canal 9, and tells the story of each of the amateur football teams in the competition.
The series is being presented in seven, 24-minute episodes, each following a specific team. The cameras will be in the locker rooms, out on the pitch, as well as interviewing players and following their lives and football dreams.
Each programme builds towards the November grand final in River Plate’s stadium, as more than 15,000 boys and girls between 13 and 15 years play football and seek a place in the final of the most important intercollegiate football in Argentina
The Coca-Cola Cup also has a dedicated website where users can connect using Facebook to create a profile for their team and select a crest that best represents them. The 158,000 fans on Facebook can keep up-to-date with all the latest news, fixtures and results and track the progress of the teams.
Comments:
Using a similar strategy as Budweiser has applied to its sponsorship of the FA Cup in England, the soft drinks giant is keeping its activation fresh by producing the kind of branded content that only an official sponsor can create with its unique and universal access.
Not only does it extend the reach of the brand’s sponsorship, but it will increase the tournament’s general profile and create a must-watch for those children taking part.
Links:
Website
http://www.copacoca-cola.com.ar/AR/index.html
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