Monday, April 5, 2010

Coke's Powerade Backs FIFA Championships

Coca-Cola's Powerade brand is sponsoring the FIFA World Cup soccer championships. The games are being played in several cities in South Africa, and ESPN will cover them.

The integrated global campaign includes interactive videos where consumers get to shape the narrative of a series of community and amateur football matches filmed in different countries. The effort, via the agency SapientNitro, will launch in 20 markets including Europe, Latin America and the United States.

The campaign is housed at a new FIFA-themed microsite at YouTube/ Powerade and has an interactive component that lets viewers stop the film and click on a ribbon running along the bottom of the screen to do a deep dive on certain players in the films. Some film frames allow access, virtually, into the bodies and thoughts of the players.

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