Coca-Cola / EuroCup 2008 (Electric Agency) | MMA Global

Coca-Cola / EuroCup 2008 (Electric Agency)

July 28, 2008

Coca-Cola / EuroCup 2008 )Electric Agency)

 
Brand: Coca-Cola / EuroCup 2008
Agency: Electric Agency / Turkey  
Duration: 14.04.2008 – 15.07.2008  
 
GOAL: As the main sponsor of the Turkish National Football Team, Coca-Cola is positioned as the leading campaign-maker in the digital services sector. So the aim of the campaign was to excite the interest of the consumer about EuroCup 2008 and to carry the buzz of the football atmosphere to the digital world in a way never before attempted.  
 
SOLUTION: For the consumer, the journey of the Coca Cola Euro 2008 campaign started by finding the unique codes under the Coca-Cola bottle lids and ring-pull tabs and then either texting the code to the special campaign phone number )3200) or entering the code on the special campaign web site www.otopaneoldu.com. Participants were then automatically called back by an IVR )Interactive Voice Response), playing the commentary from an exciting moment of an earlier European Football Match, featuring the Turkish National Team. At the most exciting point of the game, the commentary stopped dead and the call ended. Then, a text message was sent to the consumer asking ‘What happened next?’ and offering multiple-choice answers. If the consumer then texted back the right answer they were immediately rewarded with a variety of digital gifts, such as airtime credits for Turkcell, the leading national mobile phone provider, a personalized digital wallpaper for their mobile phone, etc. To retain their continued interest, the consumer was then also directed to the web site where they could choose from a selection of different videos of football scenes to have the chance of winning more prizes. Turkcell subscribers also had the opportunity to win personalized wallpapers, national team shirts, a football game for their mobile phone, gift checks, etc.
 
Used Mobile Tools: SMS, MMS, personalized mobile wallpapers, football java game, wap banners, Turkcell credits/airtime, IVR.  
 
RESULT: This campaign created a competitive thrill among the consumers, through the use of interactive techniques, through the integration of the mobile phone, the web and sound, and was a ‘first’ in the digital world. The campaign had a record participation of 9 million, via both mobile and web.