Context :

Launch of the Coca-Cola WAP portal to coincide with the 2006 FIFA World Cup and the new "The Coke Side of Life" brand platform.

Objectives :

For the first time ever, give cell phones a central role in Coca-Cola's connection and communication plan, with the focus on the 12-to-29 age group.

Campaign :

Creation of mobile Internet sites according to a four-phase schedule:

- The "We All Speak Football" site during the World Cup.

- "The Coke Side of Life" site in July 2006 for the launch of the brand's new communication campaign.

- Launch of the "Coke Plans" game in August 2006, with 800 prizes up for grabs every day. The innovative game plan involves three steps: consumers collect client codes from 16.9 fl oz packs, they credit their accounts on the Coca-Cola website or the mobile Internet site (end of 2006) and then they play the Instant Win game.

- Finally, launch of a new version of the site in November 2006 featuring "The Happiness Factory" advertisement.

Mobile media plan during the Football World Cup: sponsored links and promotional events featuring exclusive prizes, such as seats for the quarterfinals and the final, the official ball from the France-Spain match, and much more.

Mobile media plan in November 2006: launch of the brand's new communication campaign, entitled "The Happiness Factory", on cell phones before using the traditional media.

Results :

Traffic on the "We All Speak Football" site increased by +600% during the media campaign.

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