COCA-COLA - EURO 2016
The task was to increase the frequency of drinking Coca-Cola across Europe during the Euro 2016 football tournament.
Sticker collections are often popular with major football tournaments, so we created our own collection in the style of Coca-Cola. These were available on the reverse of each label, giving families something fun to collect and engaging to use throughout the tournament.
Each set of stickers had a unique reference code, which once entered on to a mobile app, placed the stickers into a virtual sticker book.
When several ‘packets’ of stickers had been added, promotional scarves and ticket prizes could be redeemed.
Some stickers could be placed together to create bigger emblems. When placed together and scanned by the app, a completed emblem would release secret content, such as an interview with a footballing hero or cultural information from real fans. This might be an explanation of country-specific footballing culture. This mechanic encouraged repeat purchase.
We used the tessellated shape of patches on a football to create stickers that would create a path to goal. A ball is augmented on to the screen as you pan across the stickers. If the end result was a goal, then scarves and hats could be won. Other moves could result in a save, hitting the crossbar or the post. A ‘try-again-next-time’ or ‘reason-to-buy-more’ mechanic.
Offers within the app will be tailored to specific matches of the day. For example, Pretzels (Germany) vs Pork pies (England) to drive people into supermarkets to buy Coca-Cola.
