SITUATION
For the first time, Bulgaria was among the 51 countries that took part in the fourth edition of The FIFA World Cup™ Trophy Tour by Coca-Cola, ahead of the 2018 FIFA World Cup in Russia.
OBJECTIVES
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Attract a wide audience to attend the event
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Ensure the presence of institutional representatives and VIP guests
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Achieve extensive media coverage of the event
STRATEGY
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Create enjoyable experiences for the general public and football fans in Sofia
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Select relevant representatives from governmental institutions and ensure their attendance
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Develop engaging media content to generate widespread media coverage
TACTICS
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Six surprise flash mobs in central Sofia as event teasers
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Communication with over 50 institutional representatives
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Two events:
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Media relations: 4 press releases, 2 articles
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Collaborations with two influencers to promote the event
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Six advertorials
RESULTS
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5,000 people, including football fans, saw the World Cup Trophy live and took photos at the historic event in Sofia Event Center
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Members of Parliament, government officials, and representatives from Sofia Municipality attended the event
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Over 35 journalists attended; 11 TV reports were broadcast and 72 articles published
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Coca-Cola was prominently featured through earned media on Bulgaria’s three major TV channels – BNT, bTV, and Nova – totaling 12 minutes of coverage (8 minutes in prime time)
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Reached an audience of over 5.15 million
Media center
