PROBLEM WE SOLVED

Enhance football fan journey during UEFA Euro 2016™

Coca-Cola

CHALLENGE

How to amplify Coca-Cola presence during UEFA Euro 2016™, thanks to digital & « In Real Life » activations?

RESULTS

NLS
+???%
(vs N-1)

Creative Concept

Enhanced Fan

Thanks to digital, elevate fans’ experiences in the eight key fan zones & four key stadiums across France, bringing to audience genuine « Only Coke Can Do » moments.

SOLUTION

Connected contents

Bringing huge screens on a very impressive structure for a one month international event, within very crowded places, in 8 points in France… can be a challenge.

Broadcasting genuine and original contents every day is a challenge. Even more a challenge when content is managed independently, and in real time, to provide an even closer brand experience.

Playcks

We have created a bespoke software able to manage contents on each screen of our network, as well as every single hardware, 24/7… allowing us to play in 12 different spots in France, live.

Thanks to Playcks, in our “Mission Control”, we were able to:

  • Manage locally preprogrammed content loops, as well as push interruptive contents Broadcast pre-produced content (eg: TVC, Intrinsics…)
  • Get locally generated contents from Panini Photo Booth, moderate them, and curate them, in order to broadcast the selection, and create Instant-Win games, locally
  • Do the same with user generated contents from social networks, Generate branded announcements from the competition (eg: goals, players, next games…)
  • Supervise hardware (network of 15 LED screens, from 1,8m2 to 2,5m2) and much more!
Enhance football fan journey during UEFA Euro 2016 Coca Cola
RESULTS
  • 8 Fan zones & 4 stadiums in France
  • 1 month
  • +300h of genuine Connected Content (pre-produced, social UGC, interactive, branded), managed real time
AWARDS

Grand Prix Stratégies du Sport 2016
Category: Global Communication 

Mention

For the whole Coca-Cola campaign, designed by
all Coca-Cola partners (including playgrnd*)

Customer Experience

Moving from a product to a customer centric company and drive the change to deliver the best standards along the customer journey.

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Digital Experience

Delivering new value along the customer journey, thanks to innovative and scalable digital products and services.

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Brand Experience

Leveraging engagement by creating the most entertaining, useful, responsible, and genuine brand experiences.

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