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EURO 2016
app allows fans to order before or during the game from their seat and they will have their order with them inside two minutes . We have worked on this project for months and tested it thoroughly in the stadiums . All you have to do is put in your seat location and we will find you .”
A digital extension of the Panini partnership involves an appbased sticker trading platform . By scanning bar codes of Coca-Cola merchandise , fans can fill up digital sticker albums and swap with fellow collectors , giving a far greater chance of acquiring a complete set . Before the tournament started , more than half a million had signed up , trading more than 15 million stickers .
Coke TV is a dedicated YouTube channel , presenting real-time content from the tournament , including analysis by Arsenal manager Arsène Wenger , recruited by Coca-Cola as its expert voice . He will be commenting on the matches and progress of Euro 2016 as a whole in exclusive videos that will be posted on social networks . Another partnership in the social sphere is with Snapchat , where the two parties will be providing exclusive filters for users to post images and videos . Increased realtime social media presence was something highlighted by the Brazil 2014 World Cup team , and Berquet is ensuring Euro 2016 will deliver this .
He adds : “ We will have a social media and communication hub in Paris where we will provide and generate real time content . This will be staffed by 30 people who will share everything to fans on social media as and when it happens .
“ Coke TV will also continue after the Euros , as everything we are doing can be applied to our wider business . These are not one off innovations we are coming up with - my work on strategy and innovation involves looking at what we want to be doing after the tournament because the legacy and long term business is just as important .”
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Coca-Cola ’ s lasting legacy of Euro 2016 will also be felt at a grassroots
12 July 2016