Playing on football’s emotional feelings we created “Destapados Coca-Cola Cup,” a reality show giving 25 kids the chance to live as real players. Our multimedia campaign literally unearthed top talent (Destapados=unearthed) throughout Argentina.Participants practiced in the “holiest” of places: the Argentine Football Association (AFA), marking the first time the AFA opened its doors to the public, giving viewers their own once-in-a-lifetime opportunity.

We recruited past champions and highly respected sport figures to host/coach the kids, including Diego Latorre, Gerardo Salorio and Leopoldo Luque. Big brands (Nike, Moviestar, LG, Bimbo, Terra) contributed with bespoke content.Our partnership with Fox Sports LatAm maximised program reach. The public connected with players through posts, blogs and program webcasts and voted for the “Coca-Cola Player,” who won a trip to the 2010 South African World Cup with the National team. Home viewers were entered into a raffle for tickets to watch the Argentine team.

We broke away from the football sponsorship clutter, scoring the ultimate connection between Coca-Cola, football and the fans. Fox Sports netted big ratings while Destapados aired and we achieved: • 10.6 million homes engaged• 100,000 site visits in just 8 weeks• +36,500 unique users• +8,000 SMS votes • +550,000 visits to football stadiums • Fox Sports’ teen rating tripled • 10% increase in teen identification with Coke• 7% increase in awareness of Coke’s association with football • 11 players recruited by professional clubs • Dream come true: Goalkeeper selected for National Football Team