Coca-Cola's commitment to providing unforgettable fan experiences reached new heights with the Believer Wall activation, a key component of the UEFA Euro 2024 Believer Board campaign.
Coca-Cola launched a campaign called "#TheRitualCup" to celebrate fans' football rituals for UEFA Euro 2024. The campaign was based on research that showed 50% of European fans believe their rituals bring their team luck.
The Coca-Cola app was a key part of the campaign, allowing fans to take "The Believer board" quiz to see what kind of ritual believer they were. Fans could also win a spot on the UEFA "Believer Wall" to greet their favourite players.
Additionally, the app featured games with prizes and experiences. Fans were encouraged to share their rituals on social media using #TheRitualCup.
Partnering with En2EnD
To bring this vision for the ‘Believer Wall’ to life, Coca-Cola partnered with En2End, a leading specialist audience engagement agency. En2End's expertise in creating innovative fan experiences was instrumental in delivering a seamless and engaging experience for fans.
A Virtual Connection with Football Legends
The Believer Wall offered lucky fans the exclusive opportunity to virtually greet their national team heroes as they arrived at the stadium. Produced in 18 countries across 15 languages, the live show featured fans interacting with their idols in real-time, building a deeper connection between fans and players.
Measuring Success
The Believer Wall activation drove significant fan engagement within the Coca-Cola app:
‘Our UEFA Euro 2024 campaign was a full end to end ecosystem. The Believer board activation was designed to deliver a digital experience in the Coca-Cola app to our football fans. By keeping focus on the consumer value exchange, we beat our first party data opt in targets by +41%’ - Cara Sweeney, Coca-Cola
A Testament to Innovation and Fan Engagement
By leveraging technology to create a truly immersive fan experience, Coca-Cola's Believer Wall campaign set a new standard for sports marketing. This innovative activation showcased the power of digital experiences in fostering lasting connections between brands and fans.
‘En2End played a pivotal role in bringing Coca-Cola’s ‘Believer Board’ campaign to life during UEFA Euro 2024. The innovative hybrid activation, delivered across 18 markets allowed fans to virtually watch their favourite teams arrive at the stadium, creating an unforgettable experience for Coca-Cola winners.
From concept to execution, their dedication their flexibility and adaptability allowed them to navigate challenges with ease, ensuring that our projects remained on track and delivered exceptional results both for UEFA and Coca-Cola.’ – Clement Goutner, UEFA
