THE LONGEST CELEBRATION by SapientNitro Miami for Coca-cola

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THE LONGEST CELEBRATION

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency SapientNitro Miami
Associate Creative Director Ronn Pearson
Creative Director Juan Sevilla, Angel Morales
Art Director Opher Yunger
Copywriter Ben Levy
Designer Alex Ohannessian
Released December 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Agency: SAPIENTNITRO
Date of First Appearance: Dec 2 2009 12:00AM
Entrant Company: SAPIENTNITRO, Miami, USA
Entry URL: http://www.youtube.com/cocacola
Senior Art Director: Damion Parsons (SapientNitro)
Art Director: Opher Yunger (SapientNitro)
Designer: Alex Ohannessian (SapientNitro)
Copywriter: Ben Levy (SapientNitro)
Associate Creative Director: Ronn Pearson (SapientNitro)
Creative Director: Juan Morales (SapientNitro)
Senior Flash Developer: Alejandro Villanueva (SapientNitro)
Senior Flash Developer: Steve Cucinotta (SapientNitro)
Senior Flash Developer: Alex Toledo (SapientNitro)
Media placement: Website - Www.YouTube.com - 05/03/2010

Results and Effectiveness
The Longest Celebration is just getting started, but with the release of just a single widget, we’ve helped Coca-Cola unite over 86,000 fans around the world before the games have even begun. And that’s just in the first month. The Longest Celebration is poised to become the default method for fans to get closer to South Africa. By the time the games begin, Coca-Cola will be responsible for uniting the entire world in song and dance for the most popular sport on Earth.

Creative Execution
We used the web as a way to bring fans all over the globe closer to South Africa, and to each other. We created widgets that connected fans around the world to the passion and joy that was taking place in South Africa. From anywhere on earth they could all receive the same news, hear the same music, experience stops on the World Cup Trophy Tour, and more. Then we created a YouTube channel that allowed them to upload, view, and vote on each other’s corner flag celebrations. Every video was joined in an unbroken loop to create the Longest Celebration. Every YouTube video uploaded is another clip through which fans can discover the site. Each widget is capable of being shared across social media sites. Together these platforms create a self-promoting campaign that can be viewed anywhere in the world on almost any device.

Insights, Strategy & the Idea
Coca-Cola wanted to unite the globe in celebration of the 2010 World Cup, and to link the joy of Coca-Cola with the joy of football in consumer’s minds; soccer fans of all ages, sizes, colours, and creeds. If they can kick a ball and down a drink, they understand the joy that comes from being part of something larger than themselves. Thirty years ago, a famous football player named Roger Milla changed the World Cup forever when he celebrated by dancing at a corner flag after a goal. Coca-Cola wanted to spread that sense of passion and freedom to the whole world, and invite everyone to dance together in the world’s Longest Celebration. Since both Coca-Cola and the World Cup are a source of joy to fans around the world, it was a perfect match.