Coca-Cola in World Cup live brand experience

Date: 06/07/2010

Soft drinks manufacturer Coca-Cola has launched a new World Cup live brand experience in London's Piccadilly Circus.

The firm is using a specially designed pop-up Astroturf pitch and an animated digital display to record football fans' own World Cup celebrations.

Coca-Cola's What's Your Celebration campaign will run until the World Cup final, which takes place on July 11th.

Nick Robinson, Coca-Cola director for north-west Europe, said the campaign will help to create a dialogue between the company and the public.

"The activity plays on people's passion and energy, bringing the anticipation and celebration surrounding the tournament from the pitches of South Africa to the streets of London," Robinson added.

Software developer EA recently held a World Cup-themed live brand experience in London's Trafalgar Square.

The firm broke the Guinness World Record for the largest number of people to play a single, virtual football match on a computer games console.

Written by Elizabeth Mewes ADNFCR-2060-ID-19876043-ADNFCR

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Coca-Cola in World Cup live brand experience

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