Coke celebrates World Cup with dance celebration

The long-time FIFA World Cup sponsor is bringing the tournament trophy to Toronto next week, encouraging fans to dance their FIFA pride on its YouTube channel.

Victory dances are a time-honoured sporting tradition and Coke is giving FIFA fans a chance to show off their moves in ‘The Longest Celebration,’ an online component of the brand’s Canada-facing sponsorship of the World Cup this summer.

Featured on the brand’s highly stylized YouTube channel, ‘The Longest Celebration’ invites fans to film their own victory dances and submit them to the site. The videos are uploaded into a video slider on the page, and run continuously to form ‘The Longest Celebration,’ an idea inspired by legendary African soccer player Roger Milla, Scott Tabachnick, corporate communications manager, Coca-Cola Canada, tells MiC.

‘Roger Milla, who’s widely credited with starting the dancing-after-scoring-a-goal trend, is a spokesperson for Coca-Cola on this, so we’ve asked people to upload their own celebration,’ he says.

‘The Longest Celebration’ is just one part of the media campaign Coca-Cola is running in Canada to support the World Cup. Although Coke’s sponsorship is currently being touted in its commercials during high-profile programming on the CBC (such as NHL playoffs), the campaign will get its first big promo boost with the arrival of the 89-city FIFA World Cup Trophy Tour on April 28. Toronto is its only stop in Canada, and up to 4,000 fans can win the chance to see the trophy live in the CBC studios by entering on next week. Experiential marketing was handled by Toronto-based Mosaic XM.

There will also be a filmer at the Trophy Tour event, says Tabachnick, who will be capturing fans’ celebration dances during the event to add to ‘The Longest Celebration.’

Coke’s extensive international sponsorship of the 2010 FIFA World Cup will be promoted in Canada leading up to the event with a media campaign, handled by Cossette in Toronto, that will start at the beginning of May and include national broadcast and online sponsorships in French and English, promotional spots, OOH, and on-pack and in-store promotion, says Tabachnick. Creative was handled by Toronto’s Trojan One and B Street.

The campaign will also focus on the brand’s online properties, and its YouTube channel, with FIFA content and daily prizing. Interactive was handled by Toronto’s Henderson Bas.