Coca-Cola Videogoals (Universal McCann) | MMA Global

Coca-Cola Videogoals (Universal McCann)

June 27, 2007

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Date of 1st implementation    January 12th, 2007

Company                                 Universal McCann

Client                                       Coca-Cola

The challenge was to increase traffic on the Coca Cola WAP service via the “Copa Coca-Cola” mobile game and to find a new way of communicating Coca-Cola’s continued support of football.

Mobile video downloads were used strategically to send 3-D animated replays of goals scored in selected football competitions. SMS messages were also sent to users of all the different sport sections in the main sport webs, which were then forwarded on by users.

Every goal scored by a named team in a given competition was replayed to a fan in an animated 3-D version sent via MMS. People registered for their favourite team and then received an alert with the “video goal” as scored in almost real time and totally free of charge. Additionally, if the user registered for the “e-motion alerts service” (WAP service) they could also have access to the video-goals from all other teams/competitions (Champions League, LFP, Spanish National Team and Football Cup etc).

The action positioned Coca Cola as the leading force in applying new technology and more importantly, provided real added value to its consumer base by “gifting” a new and exciting service. Over 50,000 users accessed the Coca Cola WAP Service in the first few weeks of activity. More than 1 million people accessed to Coca-Cola web site by clicking the banner above (banner click ratio rounded 6%).

The event was targeted to 3.4 million WAP monthly users and powered by Movistar, the mobile operator of Telefónica. In addition, 100,000 SMS messages were sent to users of the different sport web pages. 70% of mobile users had access to MMS / WAP services.

Coca-Cola video goals’ campaign started on January 10th; it reached its 100% coverage on February 11th and it will end next June 17th.