BACKGROUND

Every 4 years, hundreds of millions of fans around the world set their eyes on the World Cup, butwhen their team is playing and magic is on the pitch, there is one thing fans hardly set their eyes on;The Stadium Billboards.For the past 44 years Coca-Cola has invested millions of dollars on pitch side advertising that couldeasily turn into landscape. But can this investment be fully taken advantage of to solve a localmarket challenge?Colombians are highly motivated by the passion and celebration of football, but since their teamdidn't qualify, sales dynamics were expected to fall by 30–40% at their key accounts (restaurantsand sports venues). Our challenge was to use the Buffalo Wings-Coca-Cola partnership not only tokeep the World Cup relevant to Colombians but leveraging Coke's global media investment into ouradvantage to create a gamified commerce experience.

IDEA

The Billboard Label: A Coca Cola Mobile-led commerce experience that turned traditional stadiumbillboards in Qatar into scannable Coca-Cola offers in Colombia. Turning for the first time in 44years, passive media awareness into direct sales action.By partnering with Buffalo Wings to activate, Colombia’s top chicken wings restaurantand football fan’s go-to venue to watch matches, we took Coca-Cola from Qatari stadiums straightinto Colombian fan’s hands, at home and in-venue.How?Creating a web app mobile experience linked to TV broadcast and time locked during the matches,inviting Colombian football fans to spot a Coke Billboard at any time during the live transmission andbe fast enough to match it with the Classic Bottle Label on their smartphones to win a Coca-Cola +Buffalo Wings Meal Offer.

THE STRATEGY

Adult World Cup spectators, Colombian fans eager to support their national team, and in theabsence a team to support, enjoy the football experience either at home with friends or at sportsvenues like Buffalo Wings (28 restaurants across the country)The World Cup is one of the biggest events to gather around for, Colombians on “football fan” mode,are more sensitive and emotional than usual. They get caught up in the passion and celebrationaround the event.These are people eager for experiences, are tech-enabled and feel comfortable interacting withplatforms that keep them entertained.

THE EXECUTION

We created a Mobile Web App linked to Live TV Broadcast and time-locked during every match, allfans had to do was spot a Coca-Cola billboard at any point during live transmission, and be fastenough to match it with the Classic Bottle Label on the smartphone to unlock an offer.A real time streaming/scan hybrid technology was developed capable of activating coupons fromlogos during a global televised transmission. In-restaurant communication and social media postsannounced the experience and invited people to participate from home and at any of the 28 Buffalowings restaurants, live during every match.We activated the idea during the World Cup. Starting social and digital push some days before.

THE RESULTS

We were able to rethink how we interact in a real-time event with a brand’s branding whileencouraging sales by 21%. We did it by leveraging Coca-Cola's known presence in the World Cup,turning it into an interactive live experience for Buffalo WingsDuring the digital experience, we got a 16% conversion rate (14 points higher than average, thehighest in the history of client activation)We reached 1.6 MM people. Equal to 32 (50,000 people) stadiums at full capacity

CULTURAL CONTEXT

Colombians are soccer fanatics & the non-participation of the Colombian team generated acommercial pessimism among food & soft drinks brands.For brand like Coca-Cola it's even more challenging, as football viewing is an environmenttraditionally owned by Beer.This experience invited people to live a new & challenging experience that surpasses the standardsof promotional events done by other brands.