Eurobest

#Tifiamoinsieme

THE BIG NOW, Milan / COCA-COLA / 2016

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Overview

Entries

Credits

Overview

Background

Coca Cola was one of the main sponsors of Euro 2016, the European Championships held in France last summer.

How to capitalize on the partnership by creating a communication boost using social media channels?

Brand awareness, brand engagement, communication of brand values in consistency with the soccer ones.

Execution

The campaign started with three formats on Twitter: Retweet to Remind, Matches in my Calendar and Direct Message Your Followers.

The formats helped us involve users in a strategic moments reminding them, with automated tweets, to watch the match and comment it using the dedicated hashtag. Besides from using these we accompanied our fans on Facebook with editorial formats where Bonucci was the protagonist, and created a countdown to the beginning of the competition.

During the opening match of EURO 2016 and each of Italy’s matches until its elimination, we provided a live coverage of the event. During most of these matches, we created a real-life war room with influencers and journalists that would comment the match using our hashtag and would interact with the brand. We tweeted the central content provided by the war room and the ad-hoc GIFs made with Bonucci.

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