Every 4 years, hundreds of millions of fans around the world set their eyes on the World Cup, but when their team is playing and magic is on the pitch, there is one thing fans hardly set their eyes on; The Stadium Billboards.

For the past 44 years Coca-Cola has invested millions of dollars on pitch side advertising that could easily turn into landscape. But can this investment be fully taken advantage of to solve a local market challenge?

Colombians are highly motivated by the passion and celebration of football, but since their team didn't qualify, sales dynamics were expected to fall by 30–40% at their key accounts (restaurants and sports venues). Our challenge was to use the Buffalo Wings-Coca-Cola partnership not only to keep the World Cup relevant to Colombians but leveraging Coke's global media investment into our advantage to create a gamified commerce experience.

The Billboard Label: An innovative mobile-led Coca Cola experience that turned traditional stadium billboards in Qatar into scannable offers in Colombia. Turning for the first time in 44 years, passive outdoor media awareness into direct action, using a smartphone.

By partnering with Buffalo Wings to activate, Colombia’s top chicken wings restaurant

and football fan’s go-to venue to watch matches, we took Coca-Cola from Qatari stadiums straight into Colombian fan’s hands, at home and in-venue.

How?

Creating a web app mobile experience linked to TV broadcast and time locked during the matches, inviting Colombian football fans to spot a Coke Billboard at any time during the live transmission and be fast enough to match it with the Classic Bottle Label on their smartphones to win a Coca-Cola + Buffalo Wings Meal Offer.

Adult World Cup spectators, Colombian fans eager to support their national team, and in the absence a team to support, enjoy the football experience either at home with friends or at sports venues like Buffalo Wings (28 restaurants across the country)

The World Cup is one of the biggest events to gather around for, colombians on “football fan” mode, are more sensitive and emotional than usual. They get caught up in the passion and celebration around the event.

These are people eager for experiences, are tech-enabled and feel comfortable interacting with platforms that keep them entertained.

We created a Mobile Web App linked to Live TV Broadcast and time-locked during every match, all fans had to do was spot a Coca-Cola billboard at any point during live transmission, and be fast enough to match it with the Classic Bottle Label on the smartphone to unlock an offer.

A real time streaming/scan hybrid technology was developed capable of activating coupons from logos during a global televised transmission. In-restaurant communication and social media posts announced the experience and invited people to participate from home and at any of the 28 Buffalo wings restaurants, live during every match.

We activated the idea during the World Cup. Starting social and digital push some days before

We were able to rethink how we interact in a real-time event with a brand’s branding while encouraging sales by 21%. We did it by leveraging Coca-Cola's known presence in the World Cup, turning it into an interactive live experience for Buffalo Wings

During the digital experience, we got a 16% conversion rate (14 points higher than average, the highest in the history of client activation)

We reached 1.6 MM people. Equal to 32 (50,000 people) stadiums at full capacity