Coca-Cola unleashes the 'super fan' for Euro 2012 activity

By Matthew Chapman, campaignlive.co.uk, Wednesday, 16 May 2012 09:34AM

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

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs