Coca-Cola unleashes the 'super fan' for Euro 2012 activity
Coca-Cola is asking consumers to "unleash their inner super fan and celebrate football happiness", in an integrated campaign supporting its sponsorship of Euro 2012.
A television spot by Santo shows a fan sprouting red-and-white feathers as he is transformed into a "super fan bird mascot" through the magic of Coca-Cola after a goal is scored. It will be shown for the first time on TV on ITV1 today (16 May).
The ad also offers viewers a chance to win tickets to Euro 2012 matches if they visit its Coke Zone brand loyalty site.
Visitors to the site can also access a Fan-Nation app to create their own super fan character.
Coca-Cola is currently running a 'Coke Fan Reporter' competition on TalkSport to further bolster its Euro 2012 sponsorship.
The competition will run until June and offers the winner a chance to report live from Euro 2012, along with a six month-paid internship at the radio station.
Coke Zero, which has been dubbed "bloke Coke", will also be pushed via in-store giveaways of gaming packages.
The brand will also offer the chance to win tickets to the final in Kiev via an in-programme competition during ITV's coverage of the tournament.
Coke Zero has also partnered with EA Sports to conduct sampling in city centres in Britain.
Until now, Coca-Cola's sponsorship of the London 2012 Olympic Games has overshadowed its sponsorship of the Euro 2012 football championship.
The company launched a high-profile Olympic ad campaign on 21 February, starring Mark Ronson and a number of Olympic athletes.
Follow Matthew Chapman at @mattchapmanUK
This article was first published on campaignlive.co.uk
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Mid Weight Graphic Designer - Consumer agency JEFFERSON £28-35k plus benefits, SE Surrey
- Category Insight Manager - 12 mths contract Tarsh Lazare Marketing Recruitment c.£50K-£56K + Benefits + Generous Bonus, Herts/North of London
- Senior Digital Delivery Manager Harvey Nash £55000 per annum + package, Nottingham
- Assistant Buyer - Global Tech Brand Aquent Up to £49,000 Dependent on Skills and experience, London
- Evian baby Spider-Man 'rescues' fans with Twitter answers
- YouTube reveals user habits to appeal to 'older' marketers
- Pitch update: eBay's media contest, DFS and 2 Sisters Food Group
- Three's pony and cats with thumbs top the cute Easter ad chart
- McCann wins Qatar Financial Centre brief
- Metro launches content agency