The Copa Libertadores final between River and Boca was the talk of the moment, especially on the social networks. At Coca-Cola we saw a chance to continue strengthening the link with our consumers by presenting them with a unique opportunity. Thanks to a competition on our social networks they could get to the stadium in a way that only Coca-Cola could devise: having them go in as the Cocacolero of the grand final. To take part they had to send us a video telling us why they deserved to win.

Football in Argentina arouses passions and the final of the Copa Libertadores between River and Boca would be no exception. At Coca-Cola we have always been closely linked to sport and present at every game.

This final was a unique opportunity to strengthen the link with our consumers and we were going to make the most of it. With an invitation on our social networks we were able to turn a fan into a true Cocacolero. Because there’s a Cocacolero at every game and this final was about to have a special one.

We launched the campaign on social networks with a video teaser and an invitation targeting Argentinian men and women aged over 18 from all socio-economic levels, because football is the passion of multitudes, and Argentina is no exception.

With a clear call to action we invited all participants to send in a video explaining why they deserved to obtain the best job in the world: to be a Cocacolero at the final.

In the weeks prior to the final, we launched a contest on our social networks. We created an initiative designed for mobile first, and by joining the conversation of the day we soon managed to attract everyone’s attention. Our call to action asked users to explain why they deserved to obtain the best job in the world: to be a Cocacolero. That was how Coca-Cola facilitated someone’s dream to see the match from the pitch itself. And in the end we had a winner.

The campaign went out on Coca-Cola’s social networks, where we planned to focus on the reach and consumption of content.

79.4% of the mentions were associated with positive sensations of a high emotional and nostalgic content.

During the campaign we achieved a total reach of 11,707,606. Facebook and Instagram were the main platforms in terms of reach, exceeding 5 million unique users reached on each social network (Facebook: 5,801,641 / Instagram: 5,493,890 / Twitter 412,075). This was besides a total number of views of 3,443,389 (3.6% representing organic views) that translated into 493,520 interactions.