// SPONGE JOINS THE CELEBRATION WITH COCA-COLA
19.05.10
20 years ago Roger Milla celebrated a goal in the way no one else has before – by dancing! At this year’s FIFA World Cup official sponsors Coca-Cola have encouraged people to record their very own ground-breaking goal celebrations. To tie in with the global promotion, Coca-Cola Nigeria wanted to launch an engaging digital media activation campaign to get football fans to record and vote for their favourites on a national TV show. The objective was to truly capture the Coca-Cola passion of celebration by raising awareness both online and off, encouraging participation and ultimately driving traffic the Coca-Cola Naija portal.
Sponge took on managing multiple digital channels, including a take-over of their portal, mobile and social media strategy to achieve maximum response by focusing activity across relevant content.
The main facet of the campaign was the goal celebration promotion - ‘What’s ur Celebration?’- built around a TV vote via mobile, giving 30 finalists who receive the highest number of votes an all expenses paid trip to see the Nigerian national football team, the Super Eagles, battle it out at the 2010 FIFA World Cup. Over the course of two months, 120 best celebration videos were featured on the Coca-Cola Naija portal and YouTube for viewers to watch prior to texting in their vote during a weekly prime time Coca-Cola TV show. One lucky voter was also awarded with the same opportunity to attend the World Cup.
To optimise the impressions, Sponge introduced display rich adverts to key Nigerian media Yahoo! and Goal.com for the first time, developed interactive web pages, and managed Facebook content encouraging WOM promotion. Additionally, Sponge supervised the online activity for the 2010 Coca-Cola COPA Tournament in search of the best under 17 football players in Nigeria, driving spectators to events via Facebook and consequentially driving traffic to the Coca-Cola Naija revived portal.
The digital media concept of the campaign captured the exuberance of the Coca-Cola’s joyous spirit and is continuously leveraging the interaction online as the campaign goes on until it concludes mid-July 2010.
