The Coca-Cola World Cup Anthem Drew from Consumer Submissions
Rahul Kalvapalle — May 21, 2014 — Marketing
References: coca-colacompany & thedrum
This Coca-Cola World Cup campaign invited consumers from around the world to share video clips capturing 'Moments of Happiness.' A minimum of 20 submissions would be featured in Coca-Cola's 2014 World Cup campaign anthem, titled 'The World is Ours.' The music video aims to capture moments of happiness inspired by real-life moments and stories and that people around the world can relate to.
Three overall winners were selected by the judges, with the contestant receiving the most public votes also getting a $1,000 prize.
“Coca-Cola is everyone’s beverage and football is the world’s passion. We wanted to create a music video that can be everyone’s music video," said Joe Belliotti, director of Global Entertainment Marketing at Coca-Cola.
The final video of this Coca-Cola World Cup campaign was to be shared on Coca-Cola's YouTube channel.
Three overall winners were selected by the judges, with the contestant receiving the most public votes also getting a $1,000 prize.
“Coca-Cola is everyone’s beverage and football is the world’s passion. We wanted to create a music video that can be everyone’s music video," said Joe Belliotti, director of Global Entertainment Marketing at Coca-Cola.
The final video of this Coca-Cola World Cup campaign was to be shared on Coca-Cola's YouTube channel.
Trend Themes
1. Crowdsourced Marketing - The success of Coca-Cola's World Cup campaign shows the potential of using crowdsourced media content to create marketing campaigns.
2. Global Consumer Participation - Coca-Cola's campaign achieved a global reach by inviting consumers around the world to submit their video clips, showing the potential to leverage global consumer participation to create engaging marketing campaigns.
3. Emotional Connection Through Real-life Content - The campaign aimed to capture moments of happiness inspired by real-life moments and stories, highlighting the potential of creating emotional connections with audiences through authentic, relatable content.
Industry Implications
1. Beverage - Beverage companies can leverage the success of Coca-Cola's campaign through crowdsourced media content to create engaging advertising campaigns and increase their reach to a global consumer base.
2. Sports - Sports industry can partner with beverage companies to create engaging campaigns that leverage the passion of sports fans, using crowdsourced content to connect with audiences worldwide.
3. Entertainment - Entertainment industry can explore the potential of using crowdsourced media content to create engaging music or video content that connects with audiences worldwide, through real-life stories and moments.
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