Coca-Cola's global World Cup campaign for this summer's event in Russia "blends AC/DC, Jason Derulo and special score-themed packaging that is a numerical version of the brand's popular 'Share a Coke' name-based program," according to E.J. Schultz of AD AGE. But what viewers "won't see" is shots "of U.S. men's soccer stars." Coke "subbed in" USWNT F Alex Morgan after the men's team failed to qualify for the World Cup. With the USMNT out, Coke is "taking a cautious approach in the states." The brand "has not decided if it will run the TV spots here." Coke cut an "array of social videos ranging from 2-15 seconds that it will deploy globally, including one that carries Amazon Prime branding in an effort to boost impulse ecommerce purchases." The TV ad, by The Cyranos//McCann, Barcelona, is "set to run globally next month." Portions of the campaign are "expected to hit at least 185 countries before the World Cup begins in Russia on June 14." Coke recently began airing two other ads, both of which "include cameos by Derulo, who wrote Coke's World Cup anthem." The song is called "Colors," and its music video "includes minimal Coke branding, but it's there if you listen and watch the video closely" (ADAGE.com, 5/8).
ARE YOU EXPERIENCED? CABLEFAX DAILY notes Telemundo Deportes and Panini America are "partnering on Telemundo's first AR experience to celebrate the countdown" to the World Cup. The AR content can be "accessed in the Telemundo Deportes En Vivo app, with new spots coming on a weekly basis." The AR experience will "include 10-second videos highlighting memorable goals in World Cup history, historic moments and features on this year's host cities" (CABLEFAX DAILY, 5/9).
