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Coca-Cola's FIFA World Cup Trophy Tour Page

Coca-Cola engaged multiple Telescope products to focus on user generated content and engagement around their sponsorship of the 2018 FIFA World Cup.

Online page with video highlights from World Cup trophy tour and social media follow options

OVERVIEW

Coca-Cola turned to Telescope to create an engaging social campaign that aggregated content from the FIFA 2018 Trophy Tour. The campaign utilized Telescope’s Fan Feed which pulled photos from Facebook and Twitter with the hashtag #ReadyFor into a single tile on Coca-Cola’s landing page. For this Fan Feed, Telescope capped the number of content shown in the Fan Feed to 9 pieces to give the experience more of a “teaser” feel.

In addition, Coca-Cola worked with the World Cup official song artist, Jason Derulo, to bring Live Streaming with the Autograph product to engage their fans. Brought to fans live on Facebook via Live Studio , Jason was able to answer questions, talk about the FIFA World Cup Trophy Tour, and—most importantly—he signed digital autographs using Telescope’s Autograph product.

Fifa World Cup Trophy Tour promo
Fan filter with images from World Cup Trophy Tour
People in business attire posing with World Cup trophy in front of Coca Cola airplane

HOW IT WORKED

Coca-Cola launched their Journey Page for the FIFA World Cup Trophy Tour and included a Fan Feed which brought in content from Twitter and Facebook. The following week Telescope launched the same Fan Feed on the FIFA World Cup Trophy Tour Fan Feed, but this version was a classic continuous feed style. Both feeds were up throughout the tour leading up to the World Cup.

The Jason Derulo Autograph Live Stream was available on Facebook via Live Studio and he answered questions, spoke about the FIFA World Cup Trophy Tour, and most importantly signed digital autographs using the Telescope Autograph product.

Map of Fifa World Cup Trophy Tour locations

KEY FEATURES

Fan Feed: Fan Feed pulled hashtags, comments, and keywords from Twitter, Facebook, and Instagram.

  • Telescope’s Social Moderation platform gave Coca-Cola full control of updating and
    moderating the feed.

  • Compatible across breakpoints

Live Studio with Autograph :

  • Turnkey, self-service Live Studio platform allowed Jason Derulo's team to go live whenever they wanted

  • Throughout the stream, Jason was able to answer questions in real time

  • Rewarded five lucky Facebook commenters with a signed digital autograph from Jason Derulo

  • Jason Derulo signed the autographs while live so there was no mistake they were done before the stream!

  • Comments to Air functionality in Live Studio gave additional fans their fifteen seconds of fame.

RESULTS

  • Successfully aggregated content from the FIFA 2018 Trophy Tour across social networks into one cohesive location.

  • The unique interactivity element of Autograph on the live stream dramatically increased engagement of the live video, driving fans to partake in the conversation and making them
    feel special.

Fan Filter images of World Cup trophy tour in mobile view