The Cheering Truck by Coca-Cola Records Fans' Love for the Soccer Team
Kevin Young — June 18, 2012 — Marketing
References: coca-cola & creativecriminals
The Cheering Truck is a special vehicle made by Coca-Cola for a campaign that includes driving around Argentina to gather and record people’s cheers.
The truck is specially designed and does not deliver Coca-Cola beverages but rather stopping in small towns and cities to record cheers from Argentinean fans to boost morale for the national soccer team of Argentina. The Cheering Truck traveled all over the country with more than 10,200 kilometers. The goal was to collect as many votes as possible and Coca-Cola managed to record over one million voices.
In an average soccer match, only 50,000 people are able to fit into the arena but Coca Cola wanted to bring over a million people to the game. They did that with The Cheering Truck, which was equipped with sound systems built all over the vehicle. The dedication and loyalty of fans were heard as Coca-Cola entered the system with the truck, blasting the cheers that triumphed the stadium.
The truck is specially designed and does not deliver Coca-Cola beverages but rather stopping in small towns and cities to record cheers from Argentinean fans to boost morale for the national soccer team of Argentina. The Cheering Truck traveled all over the country with more than 10,200 kilometers. The goal was to collect as many votes as possible and Coca-Cola managed to record over one million voices.
In an average soccer match, only 50,000 people are able to fit into the arena but Coca Cola wanted to bring over a million people to the game. They did that with The Cheering Truck, which was equipped with sound systems built all over the vehicle. The dedication and loyalty of fans were heard as Coca-Cola entered the system with the truck, blasting the cheers that triumphed the stadium.
Trend Themes
1. Emotional Connection Campaigns - Brands are creating campaigns that gather and record fans' cheers to build an emotional connection with their audience.
2. Experiential Marketing - The Cheering Truck is an example of how brands are using experiential marketing to connect with consumers in a unique and memorable way.
3. Mobile Recording Studios - The Cheering Truck is an innovative use of a mobile recording studio to capture the passion and enthusiasm of fans.
Industry Implications
1. Beverage Industry - Beverage companies such as Coca-Cola can use similar campaigns to engage customers and build brand loyalty.
2. Sports Industry - Sports teams can partner with brands to create campaigns that encourage fan support and loyalty.
3. Marketing Industry - The success of The Cheering Truck campaign demonstrates the effectiveness of experiential and emotional marketing to connect with consumers.
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