It’s safe to say everyone involved with this promotion got a real kick out of it: To support grassroots soccer teams throughout the United States, Coca Cola sponsored an overnight camp in Houston, November 16-18, 2012, for 300 enthusiasts, both male and female, ages 13-15.
Coca-Cola and agency elemento L2 partnered with McDonald’s restaurants and Food Town supermarkets in Texas to spread the word about the contest, which kicked off at the end of July. Teens, coaches, and family were invited to write an essay explaining why they, a friend, or even an entire team should win a place at the camp.
Former soccer pro Marcelo Balboa and Olympic gold medalist Shannon MacMillan were among the coaches, and they also helped to promote the camp via social media, among other channels.
The 300 winners were chosen from more than 2,000 entries. Highlights from the camp were posted on the bilingual (English and Spanish) contest website, as well as on YouTube. Combined with national and local media coverage, the camp generated 62 million impressions. And of course, the attendees had a ball.