Coke wanted to infuse their World Cup campaign with the spirit and emotion that will be evident in South Africa.

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.

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.