Coca-Cola is known for its feel-good commercials that show how a simple theme-in this case, happiness-can unite people. So to celebrate the upcoming 2014 FIFA World Cup, a sporting event that unites the world, we wanted to engage fans of football and Coca-Cola alike in a meaningful way. We gave people from all over the world the opportunity to submit a photo or tweet to be included in the largest mosaic flag ever-the size of a football field.

Launch the campaign
Published
April 2014
Topics

The Story

Coca-Cola is known for its feel-good commercials that show how a simple theme-in this case, happiness-can unite people. So to celebrate the upcoming 2014 FIFA World Cup, a sporting event that unites the world, we wanted to engage fans of football and Coca-Cola alike in a meaningful way. We gave people from all over the world the opportunity to submit a photo or tweet to be included in the largest mosaic flag ever-the size of a football field.

We used digital to build something physical. Fans could upload pictures and tweets by logging in through Facebook, Twitter or Instagram; completing photo submission and legal opt-in was done through a proprietary native system for social and email. We promoted the project via the Google Display Network and social channels and in-house analytics helped to measure its success.

The Technology

  •  

    Mobile

    Google Mobile Ads

  •  

    Search

    Google Search

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    Social

    Facebook

    Twitter

    Instagram

    VK (Russia)

    Weibo (Ch)

    RenRen (Ch)

The Results

As of this writing, we are continuing to take submissions. The world record for a photo mosaic is just under 180,000 images and we are on track to surpass that.

85

Participating countries on global launch

175

Countries will hear our World Cup story

140K

Images and counting

Launch Date Jan. 1, 2014