Michel Davidovich
VP and General Manager - World Cup FIFA 2014, Coca-Cola Brazil
BUILDING THE DREAM
World's biggest brand activation
The path we used to charm people was to create engaging and unforgettable experiences. Before the beginning of the event, locals and visitors in 27 Brazilian cities could follow the Trophy Tour (Tour da Taça).
Besides visiting the admired trophy, people had fun relating to the emotion of being on the field with a cheering crowd. This was all done via interactive games and simulators through the Trophy Tour.
During the World Cup, the 12 host cities welcomed the Fifa Fan Fest; an arena in which Coca-Cola arranged for fun activity. There was interactive gesture recognition and a giant panel in which the participants could register their presence at the event and share it with their friends on social media.
In Rio de Janeiro, the Coca-Cola House was an entertainment space that strengthened the relationship between fans and brand. There were available games, simulators, and an incredible immersive experience: the first collective marketing action in 360º virtual reality experience. From the locker room to the Maracanã field, groups of 22 people at a time could watch an animated 3D Brazilian team match.