Coca-Cola and Buffalo Wings Turn World Cup Billboards into Scannable Labels
The 2022 FIFA World Cup has begun, and long-time sponsor Coca-Cola is bringing fans closer to the magic teaming up with Buffalo Wings for a mobile commerce experience that turns stadium billboards into a Coca-Cola with Buffalo Wings
As FIFA’s largest and longest-running sponsors, Coca-Cola has had a front row seat at the World Cup for over 40 years. This year, Coca-Cola’s on field presence goes a step further bringing the traditional game day billboard into fans homes with a new gamified experience in Colombia.
Going live with the round of 16 on December 3rd, World Cup fans were encouraged to use their mobile device to scan and match the billboard label for a chance to bring home Coca-Cola and Buffalo Wings. It is as simple as activating the cell phone camera, pointing at the TV screen, and turning the fence on the screen into the label on the bottle.
The activation uses a new hybrid technology that mixes augmented reality and live streaming to enable scans to be generated in real-time. Each Billboard Label match will be rewarded with a World Cup Combo coupon immediately redeemable through delivery, or at any Buffalo Wings store.
“With futbol being one of the most powerful uniting forces in Colombia, it’s incredible to deliver an experience that fans can enjoy thousands of kilometers away, that takes creative commerce to new heights. These scannable billboards in the Qatar stadiums pushes Coca-Cola’s and Buffalo Wings` sponsorship beyond brand awareness to create a conversion moment that engages and entertains,” said Edwin Pineda, CCO of VMLY&R COMMERCE Colombia.
"It is very exciting for us to see our brand becoming a protagonist in a commerce experience. Fans will be able to test their speed to enjoy the perfect match between soccer, Coca-Cola and Buffalo Wings,” said Marlly Arcila, marketing director at Buffalo Wings.
The mobile commerce activation is part of Coca-Cola’s recently unveiled FIFA World Cup 2022 campaign, 'Believing Is Magic'.
