Coca-Cola’s ‘Share a Coke’ Campaign, a personalized bottle campaign has finally arrived in Japan! FIFA World Cup 2014 took place in June. We created innovative content to make a set-stadium and demonstrate actual football games with Coca-Cola’s personalized bottles.

Each game was tweeted on a real-time basis. The purpose of this campaign is to achieve the brand identity ‘Open Happiness’, share the creative idea to enjoy a personalized bottle and of course, boost sales.

We communicated with customers on a one-to-one basis without using a normal marketing strategy. Happy contents had reached each person and spread across Japan via twitter. The number of retweets amounted to 35,000 in a month of World Cup. The highest number of retweets was about 8,000. The total number of impressions was more than 35 million. The sales figure had surged at over 15% year-over-year.

“HAPPY STADIUM” is an actual stadium connecting with people online. This campaign is very effective PR since not only Coca-Cola but also each follower reaches various followers (2nd followers) through twitter. Moreover, this PR campaign is innovative as costumers can monitor games or the moment of the target with ‘Always On’ and share information timely, which promote the effect of customer-engagement.

‘HAPPY STADIUM’ was created with 1,200 Coca-Cola’s ‘name bottles’ of football players and supporters. Football games replicated with those bottles were shared via twitter. In the Japan-Ivory Coast match, only 18 minutes after Keisuke Honda, an attacking midfielder scored a goal, the ‘Vine’ video replicated the scene was created and shared in real-time. As a result, a large number of followers retweeted the content. The content had spread nationwide.

People in Japan were amazed by the speed and the quality of real-time postings. The TV station covered the story of this campaign. A lot of positive feedbacks were received. The total number of retweets was 3,500. The highest number of retweets was about 8,000 in one tweet. The total number of impressions amounted to more than 35 million. As a consequence of the campaign, the sales figure had surged by more than 15% year-over-year. “HAPPY STADIUM” drew attention around the world and united not only Japan but also the world.