The FIFA story for Coca-Cola India began with the search of the wonder boy for the Trophy Tour in December, 2013. On 2nd April, 2014, India began to seed conversations about the launch of the #WorldsCupand played a significant role in creating the buzz. Soon after, we opened happiness for thousand of Indian’s by inviting them to submit their pictures for the Happiness Flag. With the opening ceremony of the FIFA World Cup, began a 30-day marathon – starting with the launch the ‘Live-wire’ room to seed positive conversations, tweet and post football-related content to directly engage football-fanatics in India.

1. Coca-Cola FIFA Activity
December 2013 – July 2014
Campaign Hashtags: #WorldsCup - #OpenHappiness - #HappinessFlag - #FootballwithCoke - #SemiswithCoke - #FinalswithCoke

2. FIFA World Cup: Largest Sporting Event Ever on Twitter
Germany might have won the WorldCup, but it was the Social Platforms that were the real winners of the FIFAWorldCup 2014.
https://www.youtube.com/watch?v=DFe_065RqUA#t=21
Twitter Heat MapTweets during the tournament Top 5 most tweeted matches
Top 5 moments for biggest Twitter peaks Most Mentioned Player
*Source: Twitter Insights
Twitter released a video capturing the best
moments and mentions during the Cup

3. FIFA World Cup on Facebook: Generated the highest
level of conversation for any tournament in history
Post 2010 WorldCup, Facebook reached a landmark- it grew to 1B registered users and Twitter reached a 100M users. In the year 2014,
FB is at 1.3B users and Twitter is now up to 251M users.
India was one of the top 5 countries from where unique
users joined the conversation about WorldCup
Source: CNN.com
*Source: Facebook News

4. Coca-Cola India’s FIFA Journey 2013 – ‘14
The FIFA story for Coca-Cola India began with the search of the wonder boy for the
Trophy Tour in December, 2013.
On 2nd April, 2014, India began to seed conversations about the launch of the
#WorldsCup and played a significant role in creating the buzz.
Soon after, we opened happiness for thousand of Indian’s by inviting them to
submit their pictures for the Happiness Flag.
With the opening ceremony of the FIFA World Cup, began a 30-day marathon –
starting with the launch the ‘Live-wire’ room to seed positive conversations, tweet
and post football-related content to directly engage football-fanatics in India.

5. 15 MnImpressions
4,000
Conversations
450
Unique Users
The Wonder Boy’s first flight &
our 1st FIFA-related Trending
*3-day Activity in Kolkata (India). Platforms: Twitter, Facebook, Instagram and Advocate program
December 2013
Trended on Twitter for 6 hours!
CLICK TO WATCH MY STORY

6. 2nd April: Launching #WorldsCup
*1-day Activity. Influencer Strategy: Social Advocates + Owned Ambassadors + Paid Celebs
177 Mn
total impressions for #WorldsCup in India
14,000
conversations in India
7,000
unique user directly engage in India
Twitter
72 Mn
total impressions for #WorldsCup in
India
17 Million
Facebook
unique user reached in India
Global Report (KO)
India’s
LANDMARK
INFLUENCER
STRATEGY
India – a Top Market amongst 85 countries for impressions
delivered & unique fan expressions on 2nd April
Trended on Twitter for 8 hours!

7. Happiness Flag: 2nd Highest Photo Uploads
from India
13,182
*12-day Activity. Platforms used: Facebook, Twitter, WhatsApp, Internal Mailer, Celebrities, Influencer and Advocate program
Photo Uploads
8 MnImpressions
6,000Conversation
5,300Unique Users
May 2014

8. 33-day Coca-Cola India
#WorldsCup Festival Begins
11th June – 15th July 2014

9. 6.2 Billion
total impressions for FIFA brand activity in India
264,000
conversations in India
93,000
unique users directly engage in India
*33-day Activity: 11th June – 14th July
Twitter
50 Mn
total impressions for FIFA brand activity in India
1.9 Million
stories created in India
21 Million
unique users reached in India
Facebook
For a country that does not play football, delivered ..
Trended on Twitter for nearly 80 hours!

10. 283 Mntotal impressions for FIFA brand activity in India
65,000
conversations in India
13,000
unique users directly engage in India
Platforms used: Facebook, Twitter, WhatsApp, Internal Mailer, Celebrities, Influencer and Advocate program
Coca-Cola
2 Billiontotal impressions for FIFA brand activity in India
33,000 8,000
Open Happiness
conversations in India unique users directly engage in India
Brand Conversations
Trended on Twitter for 3 hours!
Facebook: 40K Impressions | 31 K Unique users |
1.7 K Stories created
Facebook: 9 Mn Impressions | 3.2 Mn Unique users |
13 K Stories created

11. 3.1 Billion
54,000 Conversation
70 Mn
Platforms used: Facebook, Twitter, WhatsApp, Internal Mailer, Celebrities, Influencer and Advocate program
#WorldsCup
530 Mn
225 Mn
#FootballwithCoke
#SemiswithCoke #FinalswithCoke
total impressions in India total impressions in India
total impressions in Indiatotal impressions in India
Campaign Hashtag Conversations
28,000 Unique users 42,000 Conversation 7,000 Unique users
31,000 Conversation 19,000 Unique users 39,000 Conversation 18,000 Unique users
Trended on Twitter for 6 hours! Trended on Twitter for 30 hours!
Trended on Twitter for 7 hours! Trended on Twitter for 34 hours!
Facebook: 2 Mn Impressions | 0.4 Mn Unique users | 5 K Stories created Facebook: 41 Mn Impressions | 25 Mn Unique users | 0.3 M Stories created
Facebook: 4 Mn Impressions | 3 Mn Unique users | 145 K Stories created Facebook: 7 Mn Impressions | 6 Mn Unique users | 2 K Stories created

12. The Strategy
Identifying the right platform and changing the paradigm

13. The tried-and-tested way-of-execution
(in the order of priority)
Medium Role of Media Content
Television Awareness TVC
Radio / OOH /
Print
Awareness / reminder Jingle
Activation On-ground buzz / geo-specific Idea for on-ground
Digital Segmented targeting to TG
connected to Internet
Banner / Image / Video
Social Engaging audience Conversation / Vines /
Videos / Memes

14. The tried-and-tested
way-of-execution
Television
(Awareness)
Activation
Social
Radio /
OOH /
Print
Digital
Social
Live-wire
Room
Activation
Radio /
OOH /
Print
Television
Digital
Going beyond the obvious:
changed the paradigm to
Real Time Marketing

15. Going beyond the obvious: Based on
learnings, changed the paradigm to …
Medium Role of Media Content
Social Engaging audience through
Twitter (primary) / Facebook
Conversation / Vines /
Videos / Memes
Digital Segmented targeting to TG
connected to Internet
Banner / Image / Video
Activation On-ground buzz / geo-specific Idea for on-gound
Television Awareness TVC
Radio / OOH /
Print
Awareness / reminder Jingle

16. How did we do this?
Part 1: A 3-tiered Influencer / Advocate program with 250 Twitter tribes

17. The 3-tiered advocate program was an effort devised to ensure a 3-layer virality for
the content / message we created. To do so, 250 social users were aligned in a way
to ensure significant buzz was created on most social platforms. Special attention
was paid to selecting these 250 ‘heads-of-tribes’ to ensure minimal overlap
between their networks.
The program consisted of:
What was the 3-tiered program?
1. The Samvaad Live-wire room at its core to seed positive stories through brand conversations
2. Content curation team to produce relevant-real-time content for the advocates
3. The Editorial team: 5 users with over 20,000 followers (to seed conversations)
4. The Influencer team: 50 users with over 2,500 followers (to propagate the content)
5. The Advocates: 200 users with upto 2,499 followers (to build virality)

18. Samvaad
Live-wire
Room

19. Samvaad Live-wire room: A team of Football fanatics, Content creators,
Situational design specialists, Conversationalists, Data Analysts and a Surprise Manager!

20. The Editorial Team – a set of five heads of football-related
‘tribes’ on Twitter with the prime objective of seeding content. They
were divided to represent 5-most followed countries in India
Live-wire Room

21. Live-wire Room
The Influencer Team – a team of 50 with the objective of propagating
messages with brand keywords / hashtags. They were connected with the
Editorial team in groups of 10.

22. And finally, The Advocates – a team of 200 brand advocates
and football lovers. While they had smaller following (upto 2,499
followers), they were chosen based on their ‘active’ levels.
They proved pivotal in building virality, and helping our brand
keywords / hashtags become one of the most discussed on Twitter
during the FIFA World Cup.

23. E
E
E
E
E
E
E
E
E
E
C
C
C
C
C
C
O
O
O
O
O
O
Live-wire Room
O
E
S
C Celebrities
Owned Assets
Employees
Stakeholders & Support team
I Influencers
Content
created
for:
Content
seeded with
conversations
#tag propagation
and Twitter
conversationalists
200 Advocates
join
conversations
and share the
World Cup
excitement in
their networks
3-tiered Advocacy Program in Action

24. E
E
E
E
E
E
C
C
C
C
C
C
O
O
O
O
O
O
O
E
S
C Celebrities
Owned Assets
Employees
Stakeholders & Support team
I Influencers
Live-wire Room
The Strategy: 3-Layered Advocacy Program

25. The Coca-Cola Live-wire room Structure
Live-wire Room

26. Twitter helped build Conversation Intensity &
Velocity around brand-related keywords /
hashtags
Tweets-per-hour
throughout the campaign
for Coca-Cola brand and
campaign hashtags in
India
6

27. Integrating mediums with Social
at its Centre

28. COCA-COLA
Vine Videos
Celebrities
Advocates
Football Grounds
Contests
Television
On-ground Activation
Home Surprises
Conversations
Paid promotion on Social
Content Creation
Adapted Global Content
Twitter Trends

29. How did we do this?
Part 2: Content Strategy: A series of content on Football-related fashion and hair-
do, Wives-and-Girlfriends, Player & Country stats, Match highlights, Memes and
Vine-videos were created by the in-house editorial team and shared with advocates

30. Adopted & Adapted Global Content

31. BRAND TWEETS

32. BRAND CONVERSATIONS

33. CONSUMERS SHARING HAPPINESS

34. MEMES

35. Vine Videos

36. How did we do this?
Part 3: Leveraging brand ambassadors and building Football-based quizzes on
profiles of influencers and a influencers

37. CELEBRITIES

38. CELEBRITIES

39. CONTEST BY PULKIT SAMRAT

40. Contest by influencers

41. How did we do this?
Part 4: An integrated approach with well-knitted TV, Radio, Print and On-ground
strategy

42. MEDIA PARTNERS

43. CNN IBN, one of the leading English news channels, is respected amongst
influencers and opinion leaders and has a substantial following. Apart
from standard programming deliverables, we have worked towards
successfully leveraging this base
• Associate sponsorship of FIFA 2014 programming
• #Worldscup as official hashtag for all FIFA related news
• Integrated anchor mentions promoting #Worldscup
• Coca Cola tweet wall twice a day featuring tweets with #worldscup
• #Worldscup promotion in editorial tickers on the channel
Partnered with Headlines Today, another english news channel to amplify
#OpenHappiness via the unconventional norms to drive maximum
traction
• Associate sponsorship of FIFA 2014 programming
• #OpenHappiness as official hashtag for all FIFA related news
• Branded Coca Cola Tweet Wall
• Happiness flag vignette
• Driving conversations with #OpenHappiness via astons, promo tags
and bugs
• Happiness Moments vignettes
• Integrate #OpenHappiness with a contest as the qualifier
• Tweets and retweets from influencers /editors
Associate sponsorship of FIFA Live
Telecast on Sony Aath in West Bengal
Bengali commentary breaking the
language barrier and ensuring deepe
penetration across the state
Additional leverage via promos and
tags
Ride on the FIFA fever in West
Bengal through branded content in
“Sangbad Pratidin”, a renowned
Bengali newspaper
Integrations across the daily
including front page strips, sports
page branding and slugs on match
coverage

44. 1500+ spots across
male skewed
content on
national channels
1000+ spots in
Kerala and West
Bengal
Activating FIFA TVC
on National TV
channels, in West
Bengal and Kerala
• 35 mn people across India via TV
campaign (Coke FIFA commercial)
• 3.2 mn people via TV Integrations (FIFA
programming sponsorship and integrations
- Headlines Today and CNN IBN,
#worldscup on CNN IBN and
#OpenHappiness on Headlines Today)
• 1.9 mn people reached via print (Sangbad
Pratidin and AajKaal) in WB
• 2.2 mn people reached via radio
(Headlines Today promotion on Oye FM
with Coca Cola mention in Del, Kolkata,
Mumbai + radio campaign in Kerala)
All TV data is till 5th july. Will increase once
we have data till 14th July.
TG, Source – TV (CS 4+, TAM) and Print/Radio
(12+ All, IRS 2012 Q4)
Results (till 5th July)

45. How did we do this?
Part 5: Happiness strikes football grounds, homes and conversations

46. Happiness strikes homes
Coca-Cola surprised Football fanatics throwing house-parties in 15 cities including; Bangalore, Chennai, Delhi, Ghaziabad,
Chandigarh, Mumbai and Pune

47. CHENNAI

48. BANGALORE

49. KOLKATA

50. GHAZIABAD

51. CHANDIGARH

52. MUMBAI

53. MOHALI

54. AJMER

55. PANCHKULA

56. JAIPUR

57. PUNE

58. Happiness strikes football grounds
Coca-Cola hits the field to #OpenHappiness for all the young and passionate footballers across the country

59. Stories created through conversations
Coca-Cola strikes warm, positive conversations with fans which lead to millions of #OpenHappiness stories.

60. How did we do this?
Part 6: Multi-city brand acts and employee engagement

61. West Bengal Franchise
• Brand and Region have planned an activation around
screening live matches by creating two Fan Parks in Kolkata
which will start from QF onwards (4’th July). These are being
witnessed by thousands of fans everyday.
• Awareness for the activity will be driven by Radio, street
banners and canters along with print.
• Strong QPDS plan led by region with trade to drive 100% +
growth in activation months in Dhankuni
• Scratch card based transaction led by region in Dhankuni
area to excite power towns & drive volumes
• Para screenings to also take place in select Paras in Dhankuni
and Taratala area

62. CBO - Bangalore, Kerela, Guwahati, Bhuvaneshwar & Goa
Region led on ground activation
• Canter acts in key locations touching more than 10K teens
• Mall activations to drive consumer engagement and
participation
• College activations to drive sampling and brand connect
with Teens across more than 100 colleges
• Strong sampling drive along with all activations to drive
incidence, more than 30K teens sampled
Transaction legs
• Trade QPDS legs to drive brand Coke Volumes
• Bangalore running an exclusive FC Bangalore meet and
greet contest
• SFI in all areas around FIFA merchandize and Kits

63. NKA Acts
• Tesco is executing a national promo with Coke
across all Star Bazaars
• Metro Cash & Carry is executing a national FIFA
promotion on Coca-Cola through our football
merchandize
• Airport vending machines under HCCB running a
transaction act for consumers where each time
they buy a Can/Pet 400 ml they get a cheer
band free
Employee Engagement
• Daily Predict the winners contest to drive
excitement amongst all employees around FIFA
• Opportunity to win FIFA Kits in bottling teams
linked to driving Coke volumes
National Key Accounts & Employee Engagement

64. Expressions: Football fans …
Coca-Cola lovers

69. Happiness Strikes Everyone
Activating FIFA TVC
on National TV
channels, in West
Bengal and Kerala
Internal Mailer
Television Print Celebrities Social
LIVE-WIRE
ROOM
Real-time
content
creation
Memes,
Images, Vines
Brand
conversations
3-layered
advocate
program
Contests
Football grounds Surprise @Home