Coca-Cola knows what makes fans tic, and wants to capitalise on that fact
Later this year Brazil will play host to the FIFA World Cup 2014. It’ll be a tour de force of football fanatics fighting to soak up the sun on Brazil’s beaches, that is when they’re not stood in stadiums or sat in pubs cheering on their fellow countrymen. At the heart of all this will be Coca-Cola, or so it hopes. As one of the FIFA World Cup key sponsors, it wants to be there for every waking minute, right at the forefront of fan’s minds. The trouble is, how to you ensure you’re always on-target when an international event is taking place?
Coke’s answer: Data. You need to make the most of the data from each region, and put it to use in your marketing campaign.
This means that Coke’s latest campaign for the World Cup will reflect what football fan culture is like in different parts of the world. It hopes that the campaign will strike a chord through national interests in music, culture and football.
Using real-time feedback and social data, Coke claims that it’ll be able to analyse information across 14 different platforms during the World Cup. In fact, they see the evening match broadcasting times in Europe as a “perfect opportunity” to place Coke at the heart of a family occasion.
This isn’t just a one-time occurrence either. Despite the fact that the Brazilian World Cup will only happen once, Coke are using it as a platform to test and launch similar initiatives across all its marketing campaigns and strategies moving forward. It’s all about using data to get the right adverts to the right people on a platform that’ll cause the greatest impact at the right time.
Speaking at Advertising Week, Coke’s head of assets and experiential, Paul Dawn said: “The biggest difference between previous tournaments is our focus on real-time marketing rather than pre-planned executions. That’s about having a right-time approach rather than being excessive. Our aim is to make those people watching at home feel like they’re part of the experience happening in the stadium.”
Dawn also revealed at that the start of the opening match between Brazil and Croatia Coke will unveil a flag made up of crowdsourced images, showing its new-found commitment to fan-engagement.
Essentially, Coke want to show its potential customers, and football fans, that Coke understands why they love football and why it’s known as “the beautiful game.” It’s also mirroring Coke’s efforts in Denmark where it made the most of embarrassing customers to increase brand engagement.
It’s an interesting approach, and it’ll be good to see Coke pull it off successfully. Making the most of real-time analytics and feedback is a rather consuming process. But aiming for a nation, by nation approach, Coke should strike gold with young and old all around the world.