Coca Cola: ICC Promo

Coca Cola, a soft drinks brand, recruited new customers in India for Coca Cola with the ICC Promo, an interactive cricket game during the 2019 Cricket world cup.

The marketing objective

Coca-Cola was one of the sponsors for ICC World Cup 2019. The brand planned to ride on the cricket wave to recruit new drinkers and leveraged fan frenzy to deepen its association with the sport. There was a slew of initiatives planned and executed on digital and social media around Coke's theme campaign of "Be a 12th Man".

A large number of people catch the live sporting action on their smartphones. It is also a well-established norm that during large sporting events, there is greater traction for online games of the same theme. Keeping this in mind...

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