Coca-Cola’s Digital Playbook for Chinese Football Fans
Thousands of Chinese fans contributed to a record-breaking digital mosaic in Beijing on July 19, marking the culmination of Coca-Cola’s "This Moment Toast to our FIFA World Cup" campaign. Despite the national team’s absence from the tournament, the brand turned local engagement into a global spectacle through interactive technology and co-creation.
The campaign centered on a Guinness World Record-setting online photo mosaic, which assembled thousands of fan images into a virtual TIFO. These visuals, collected from fans across the country, preserved the personal rituals of late-night tournament viewing. To bridge local culture with international appeal, the company released "JUMP," a custom anthem featuring Chinese singer Liu Yuning and J. Balvin. The track fused folk elements with rock rhythms, further anchored by an accompanying music video that superimposed a red TIFO over major Chinese landmarks.
Beyond visual participation, Coca-Cola deployed an AI avatar of football icon Fan Zhiyi to provide real-time companionship. Developed alongside Baidu Yijing, the avatar functions as an interactive partner for live matches rather than a static virtual character. By allowing fans to discuss game tactics and share insights 24/7, the tool shifted the brand's role from a spectator to an active participant in the viewing experience. These efforts highlight a strategic pivot toward deepening consumer relationships through shared digital spaces, moving away from traditional advertising toward long-term emotional investment.
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