Coca-cola Promo, Case study PAPERTWEETOS by Ogilvy & Mather Buenos Aires

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Industry Soft Drinks
Media Promo & PR, Case study
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Gaston Bigio, Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Creative Director Gastón Schaefer, Roberto Leston - Martin Garrocho, Federico García Arias
Art Director Diego Bertagni
Copywriter Ignacio Jardón
Released July 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Executive Creative Director: Gastón Bigio (Ogilvy & Mather Argentina)
Executive Creative Director: Javier Mentasti (Ogilvy & Mather Argentina)
Executive Creative Director: Maximiliano Maddalena (Ogilvy & Mather Argentina)
Creative Director: Gastón Schaefer (Ogilvy & Mather Argentina)
Creative Director: Martín Garrocho (Ogilvy & Mather Argentina)
Creative Director: Federico García (Ogilvy & Mather Argentina)
Art Director: Diego Bertagni (Ogilvy & Mather Argentina)
Copywriter: Ignacio Jardón (Ogilvy & Mather Argentina)
Media placement: Viral digital media - You Tube - 1 July 2011
Media placement: Event - Futbol Match - 11 July 2011

Insights, Strategy & the Idea
Historically Coca Cola has been Main Sponsor of the Argentinian National Soccer Team and the Copa America. In July 2011, Argentina hosted the Copa America. For this opportunity we didn’t want to restrain Coca Cola to a simple branding. We wanted to take it to another level and be a part of something really Argentinian: the endless encouragement for the team.
Before every match, the crowd traditionally tosses millions of paper bits into the air to salute the players when they enter the field. Fans also cheer for the team in the social networks and send motivating Tweets to the players.

We created Papertweetos. Via a designated Hashtag, people were able to Tweet their motivating messages to the team. Every cheering Tweet was later printed on a separate piece of paper and shot up in the air by cannons to salute the players as they walked into the field.

Creative Execution
We generated a Twitter campaign through opinion leaders. They invited their followers to be a part of the idea and, as it was really insightful for every Argentinian, the campaign had an immediate response.

The followers, the real makers of the content, interacted with the idea through 3 different ways:
- From their PCs or mobile devices they twitted messages of cheer;
- At the stadium observing the launch of the printed tweets (Papertweetos) when the team got into the field
- At their homes watching that same moment on live TV.

Results and Effectiveness
Papertweetos was a successful idea in many different ways:
- Consumers enjoyed being part of the experience.
- We received and launched 200m tweets
- The launch was broadcast live by 3 different TV channels and Journalists reported the event everywhere with zero media investment.
- Former players of the national team, together with sport journalists and celebs Tweeted their cheering messages for the team too.
- Coca Cola Twitter account increase its followers by 20%
- Experts considered it one of the best ideas of the year in social media.