The Coca Cola Trophy Tour was visiting Argentina. We had the FIFA WORLD CUP TROPHY for ourselves and wanted to make the most out of its stay, which would only last 48hrs.

The objective was to make the Argentine tour stop unforgettable to football fans in general. The strategy consisted in using the trophy to create a public event for every fan to meet the trophy personally and organize a live experience to surprise the fan that deserved it the most.

25,000 people attended the live event, doubling the original target of 10,000. The Soul Embrace became a viral success in Argentina with 10 million views and it was also broadcast on the news on national TV as earned media. The expected social Buzz was achieved too and visits to Coke’s website increased by 700%.