The Campaign

The Situation/Mission: We have to challenge that nobody has ever done before. Take on the challenge of achieving great Twitter engagement for a Real Time Tweet. The Strategy/Solution: Three digital skills and the real stadium (1) Target Insight to understand what encourages people to retweet; (2) Social Listening to identify a powerful moment; and (3) Fast Creative to finish creating a Vine in 10 minutes. By utilizing these three advanced skills, dispatch compelling content from “#HAPPY STADIUM.” Execution: Fast, quick, and prompt --- Fast Creative On June 15, in the first half of the Japan-Cote d'Ivoire match, Keisuke Honda scored Japan’s 1st goal. 18 minutes after Honda’s goal at a timing suitable for RTs, the compelling content was dispatched. Results: Achieved more than 7,800 RTs from a single tweet! Vine of Japan’s 1st goal by Keisuki Honda: 7,883 RTs (28th June) #HAPPY STADIUM-related postings: 32,336 RTs in total (22nd July) We succeed to get lots of "WOW!" and let users share it because of this challenge. It shows Coca-Cola Japan Company engage to users.

The Brief

The Goal: Providing “made in Japan” 2nd screen entertainment Our goal is to offer a new experience by connecting a sport with online content via a social media platform. The content encourages both friends and acquaintances to share the pleasure of the event (through RTs). The social media service makes it possible for users to share the excitement, as through they are actually in the stadium watching the game rather than watching it alone at midnight in Japan. This will represent a great new Twitter engagement; and it will be achieved in Japan, not in the Super Bowl.

Results

Results: Achieved more than 7,800 RTs from a single tweet! Vine of Japan’s 1st goal by Keisuki Honda: 7,883 RTs (28th June) #HAPPY STADIUM-related postings: 32,336 RTs in total (22nd July) Although the number is below the target of 15,000 RTs, achieving more than 7,800 RTs from a single tweet is a significant accomplishment. To our delight, some retweets referenced the speed and quality of the Vine’s creation. Moreover, 360i, the digital marketing agency famous for the OREO Blackout Tweet, also exclaimed “GREAT!” We succeed to get lots of "WOW!" and let users share it because of this challenge. It shows Coca-Cola Japan Company engage to users.

Execution

Execution: Fast, quick, and prompt --- Fast Creative On June 15, in the first half of the Japan-Cote d'Ivoire match, Keisuke Honda scored Japan’s 1st goal, blasting the ball into the top left corner of the net, a Vine in which Coca-Cola bottles played the role of the players was created by adopting stop motion and time slice photography, which made the Vine just as exciting to watch as the actual TV images. 18 minutes after Honda’s goal at a timing suitable for RTs, the compelling content was dispatched.

The Situation

The Situation/Mission: We have to challenge that nobody has ever done before Take on the challenge of achieving great Twitter engagement for a Real Time Tweet. Dispatch 2nd screen content during a 2014 FIFA World Cup game with the aim of achieving thousands of retweets (RTs). This would appear to be impossible; however, in the past, 15,000 RTs occurred following the incidental OREO Blackout Tweet, and the successful implementation of this mission depends on the level of passion involved.

The Strategy

The Strategy/Solution: Three digital skills and the real stadium (1) Target Insight to understand what encourages people to retweet; (2) Social Listening to identify a powerful moment; and (3) Fast Creative to finish creating a Vine in 10 minutes. By utilizing these three advanced skills, dispatch compelling content from “#HAPPY STADIUM,” a miniature stadium where 1,200 Coca-Cola bottles play the role of game spectators.