Coke is the FIFA World Cup Trophy Tour sponsor and uses the tool in several ways. The visibility, of course, is guaranteed. But the brand goes beyond, way beyond.
In Brazil, for example, it’s generated a great buzz. With the upcoming arrival of the trophy, Coke put a giant safe in one of the busiest São Paulo squares (below). The passersby who answer correctly to 10 World Cup related questions get to see what’s inside it.