Stay Cool When the World Cup Heats Up

We made Sprite's "Heat Happens, Stay Cool" brand proposition ultra-relevant and ultra-actionable to Chinese football fans caught up in World Cup fever. We designed our real-time, responsive campaign as social media-first and with consumers' social behaviors at heart, enabling us to join the witty conversation and trigger hundreds of thousands of Chinese football fans to stay cool by grabbing a coupon for a free Sprite whenever a yellow card was handing out during a match! Using social media to collapse the distance between building cultural relevance and driving commerce– in a highly creative way that was true to the brand – sparked consumer interaction, strengthened brand edge and boosted sales during the FIFA World Cup.