What Happened

Coca-Cola Argentina decided to do something a little different by turning its world famous red truck into an exciting and creative experience for football supporters. The brand created a ’Cheering Truck’ by fitting a recording booth inside the vehicle, in order to gather the cheers of Argentinian football fans across the country.

The truck has thus far driven through 19 provinces that span the depths of Argentina asking football fans to record themselves singing along to popular chants. As the cheers were captured, a digital sign outside the truck displayed the total number collected, with the goal of amassing 1 million cheers. After joining all of these voices together, the truck made a surprise appearance at an Argentina match where the 50,000 live spectators and the ‘Cheering Truck’ combined for a massive song of encouragement!

Why We Loved It

Coca-Cola’s Happiness campaigns are constantly popping up in random locations and consist of simple ideas executed in an incredibly engaging and ‘sharable’ way. The visuals are great and branding is so simple it makes for a memorable experience for all consumers that take part. Additionally, this is not the first piece of activity Coke Argentina has executed – their Papertweetos activation showcased in April by Synergy’s very own Adam Shapland.

By spending time driving through the tracks of Argentina and meeting people who would never be able to go to a national team game, this campaign provides a heart-warming start to Coca-Cola’s World Cup Brazil 2014 activity.

The mass cheer of over a million extra supporters from every corner of the country in the stadium created a colossal sense of community and national pride. This simple idea effectively ties in with Coca-Cola’s existing happiness campaigns and it is clear that this only scratching the surface of their football activity for Brazil 2014. Who knows what kind of truck might come next?

By Synergy on May 31st, 2012

Tags: community, Football, Football Sponsorship, Synergy Loves

Tweet