Will Coca-Cola’s World Cup Campaign be a Win for U.S. Soccer?

(Devon Rosenberry) Gone are the days when companies spoon fed their marketing jingles to consumers via television—instead, they’ve gotten really smart about how to engage consumers via personalized social media advertising. Just think of all the things, or people who, in part, owe their fame to Facebook or Twitter—American Idol (Susan Boyle), Zappos, Barack Obama, Grey’s Anatomy, Lost, Perez Hilton, Lady Gaga, Tila Tequila, Lindsay Lohan…and the list goes on.

YouTube is another social marketing craze and Coca-Cola is now using it to unite the world for the 2010 FIFA World Cup.  Through their “Longest Celebration” campaign, Coca-Cola encourages people from around the world to upload videos of their “goal celebration” dances (the dance fans make when their team scores a goal) to YouTube.  The campaign was inspired by a memorable celebration dance preformed over 20 years ago by footballer Roger Milla during the 1990 World Cup.  

In terms of U.S. audiences, Obama may have convinced via Twitter that “yes we can,” however, Coca-Cola has a much more daunting task at hand.  As an American born company, Coca-Cola must convince American’s that soccer—one of the least popular U.S. sports—is cool.  What’s so hard about that? While football is just as important as a morning cup of coffee to people in other countries, it is usually considered the overlooked sport in the U.S.  Case in point: Americans completely changed the name of the sport to soccer and created a new one in its place.

To get around this issue, instead of simply telling American’s to watch the games, Coca-Cola has decided to approach their initiative in a new way through contests and prizes.  The grand prize isn’t half bad either.  The winners of “The Longest Celebration” will win World Cup themed prizes, including tickets to attend a match in South Africa.  So who will dance their way to South Africa?  And will Coca-Cola be able to make the 2010 World Cup a memorable moment in social media history?  Tune into the Coca-Cola YouTube channel to find out.

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