Football is the world’s most popular sport, and the FIFA World Cup is its most exciting competition. But most of the focus before the competition revolves around the host nation.

As one of FIFA’s longest standing corporate partners, Coca-Cola wanted to change this and leverage the FIFA World Cup Trophy tour as a platform to make the World Cup the most participatory and inclusive event yet, sharing Coca-Cola's message of happiness with the world’s most passionate fans.

Coca-Cola's strategy was to turn the 2014 Brazil FIFA World Cup into the "World's Cup" to make the experience of viewing this global and iconic trophy intimately personal for each participant, and unique to each country so that each fan felt a connection to this global event.

We created the biggest roadshow ever, visiting 90 countries in almost 8 months. 45 heads of state participated from 50% of the countries visited, helping us to obtain coverage on the main TV stations and papers in each country.

We used brand ambassadors such as Pele in France who was featured on primetime TV channel TF1 and media partnerships to generate the most visibility. We created 90 continuous media events, inviting journalists to experience each stop of the tour, interview heads of state/celebrities and travel on the custom airplane.

All of our activities resulted in over 100 Million USD in earned media. The facebook community grew from zero to over 1.8 million fans, resulting in 10 Million unique views of FWCTT page posts.

We created the biggest roadshow ever, covering over 153,000 kilometers (3x Earth’s circumference) over 8 months. The tour began its journey in Rio de Janeiro, Brazil in September 2013, presented by 5 former FWC champions, and departing from the famous Christ the Redeemer statue to travel the world on a custom FWC TT plane before returning again to host country Brazil.

Former FWC champions, heads of state (45, 50% of the countries visited) and FIFA ambassadors welcomed the tour at each stop, and fans celebrated the FWC, their love for football and Brazil through festivities at each location, involving music, photos with the trophy, football clinics and more. Along the way, we collected inspiring content and stories to continue to bring deep meaning to what Coca-Cola stands for, sharing tour content and videos on the designated Facebook page and ensuring real time consumer engagement and conversation with fans online.

We created a memorable experience for fans around the world through the biggest experiential campaign ever, connecting the world around football. This global journey brought over 1 Million visitors to the FWCTT Fan Experience, to share a personal experience with football’s most iconic prize.

The Facebook community grew from zero to over 1.8 million fans, thanks to the engaging content posted daily, resulting in 10 Million unique views of FCWTT page posts. We also engaged local stakeholders: 45 heads of state participated from 50% of countries visited. All of our activities resulted in over US$100 Million in earned media.