Beyond brand tracking: Coca-Cola and the 2014 World Cup
Gabriel AleixoBrainJuicer, BrazilFlavio MarcondesCoca-Cola, Brazil
Introduction
In 2007, Brazil was officially selected as the host country for the 2014 World Cup, setting off a flurry of activity – by the government to update infrastructure, certainly, but also by brands to craft effective marketing campaigns leading up to and during the event that would generate long-term positive business results.
For Coca-Cola, one of the global sponsors of the 2014 FIFA World Cup, these preparations were especially critical. The brand would need to develop approaches and learn how to engage...