With the 2006 FIFA World Cup just a week away, Coca-Cola has unveiled several promotional activities to engage the Indian consumers over a period of two months. As part of these initiatives, the soft drink major has launched ‘Gyaarah Hindustaani’ in partnership with ESPN-STAR Sports, wherein 11 lucky Indians will get to watch the World Cup action Live in Germany.
In order to take part, the consumer has to answer a set of questions on the back of the label of Coke PET bottles.
Elaborating on Coke’s association with the FIFA World Cup, a Coca-Cola spokesperson said, “Coca-Cola has been the official sponsor of the FIFA World Cup ever since 1978. The company has had stadium advertising rights at every FIFA World Cup since 1950, now extended for another 16 years, that is, until 2022. To energise this rich heritage and at the same time connect far more closely with its consumers, Coca-Cola India has rolled out a 360-degree engagement effort during the FIFA World Cup. It includes leveraging a wide range of communication channels, including TV, radio, the Internet, on ground activations and also launch of innovative packaging.”
He further said, “This consumer promotion will be followed by the ‘Kick of Glory’ promotion, which will be running during the FIFA World Cup matches. All that the consumer has to do is predict the winning team for that day and he / she can win a replica of the Golden Boot Award. ”
Coca-Cola will also be delving into the digital platform for consumer engagement with exclusive content on www.myenjoyzone.com. Consumers will be able to not only participate in the promotions, but also follow the FIFA World Cup Trophy Tour and get the latest updates on the World Cup tournament, among others.