Coca-Cola unveiled a 3,015-square-metre flag made up of more than 200,000 user-provided photos collected through social media. See why it’s our video viral of the week below…
The flag will fly at Coca-Cola’s hospitality venues at the World Cup and be available online through a microsite.
The flag of a soccer ball is recreated from Brazilian street artist Speto’s painting and will be on display at the soda giant’s hospitality venues after the opening game. Post tournament, a link to a microsite showcasing the “Happiness Flag,” as it’s known, will be emailed to each participant as a digital memento.
It is just one of many cross-channel campaigns launched by brands to attract millennial consumers.
These content-heavy campaigns bode well for homing in on millennials, according to exclusive data from Forrester Research, which found that 58 percent of European mobile owners under 34 take photos from their devices, and 23 percent upload this content from a mobile device.