Coca-Cola Launches "Longest Celebration" Campaign for World Cup
In activation of its World Cup sponsorship this Summer, Coca-Cola Company has launched the 'Longest Celebration' competition, offering fans the opportunity to win a range of prizes by uploading their own celebration video. User videos will then be mixed on a constant video loop to create the 'Longest Celebration.'
Clips submitted online or through mobile phone uploads will be edited into a continuous 'loop' to create a non-stop celebration that will air on the website throughout 2010. Coca-Cola's Longest Celebration YouTube channel is localized in more than 100 countries to local lanaguages, in what Coca Cola calls "the largest scale partnership between YouTube and any other company."
The best participating fans will have a chance to win three big-screen televisions and seven exclusive VIP experience packages that include flights, accommodation and 2010 FIFA World Cup match tickets. Other prizes include 4,500 copies of EA SPORTS 2010 FIFA World Cup South Africa videogame and 100,000 mp3 downloads of the Coca-Cola Celebration Mix.'
"This is a truly global invitation for fans to celebrate and let go of their inhibitions and jump, scream and dance to express their happiness about this year's FIFA World Cup," said Emmanuel Seuge, group director, worldwide sports and entertainment marketing, The Coca-Cola Company. "The 'Longest Celebration' is the most ambitious attempt to connect fans across all continents together online to celebrate the vibrancy and rhythm of Africa and the FIFA World Cup even if they are not in the stadium -- although some lucky fans will win that experience."
An additional digital element of the Longest Celebration campaign can be found in EA SPORTS 2010 FIFA World Cup South Africa, which features Coca-Cola celebrations unlocked via special codes from EA SPORTS and Coca-Cola channels in participating countries. After unlocking each celebration, fans can score a goal and use the controller to activate the special celebrations.
The Coca-Cola 'Longest Celebration' microsite was designed by integrated marketing agency SapientNitro.