Coca-Cola wanted to launch a promotion that could be memorable and last for longer in their perception. For doing that, it had to be iconic, and at the same time meaningful to their social behavior. It had to be tuned to their “always connected” life style. And also at the same tame it had to fit hte World Cup theme.

Each one of the 20 mini-bottles had a special design representing one of the past, present and future hosts of the FIFA World Cup, plus a Red Coke and a Togetherness Bottle.

The use of an augmented reality application triggered special animations that would splash out of the bottles, releasing characters representing the specific countries, dancing around the bottles, singing Coke’s FIFA World Cup theme in original languages. Representing participants from all over the World, they brought friendship messages to Brazilian football fans. Straight from the mini-bottles, participants could start conversations across the World and become friends Facebook.

The campaign was hugely successful. The mini-bottles became a hit among teenagers, with huge media buzz reaching way beyond Brazil. The total 6 million bottles produced were sold out in less than 7 weeks, roughly half of the total time planned for running the campaign, making the collectors pieces even more desired.

Although the mini-bottles were distributed only in Brazil, participation via Facebook was global, with more than 300,000 registered users in 70 different countries, generating more than a million interactions. The brand message of World’s Cup was delivered through a powerful mobile networking platform right from their mini-bottles.