Coca-Cola’s FIFA World Cup experiential campaign had a singular focus: bring people together through simple moments of connection—globally. And as official sponsor of the tournament since 1978, the beverage brand has had some experience. Ahead of this year’s tourney, which kicked off Sunday, Nov. 20 in Qatar, Coke launched a 51-country tour featuring the World Cup trophy itself, in-person viewings for lucky ticket holders, soccer-themed activations with multiple touchpoints, and much more. Event Marketer has the story.
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