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Coca-Cola to use video production for World Cup campaign Campaign will ask viewers to post YouTube videos of goal celebrations.
Drinks giant Coca-Cola has opted to use online video productions for one of its biggest marketing campaigns of the year.
It will be using two internet-only corporate videos during the 2010 Fifa World Cup in South Africa.
The first phase of the campaign will begin with a TV ad showing a famous goal celebration by former Cameroon star Roger Milla.
Viewers will then be directed to the company's YouTube channel where they will be encouraged to upload videos of their own celebrations.
Two further ads - Quest, following a young African footballer trying to devise his own goal celebration, and Border crossing, promoting a tour of the World Cup trophy - will be run exclusively online.
Emmanuel Seuge, group director, worldwide sports and entertainment marketing, Coca-Cola, said: "By tapping into the joyous feelings that are expressed in goal celebrations we bring to life that moment of happiness and uplift that is at the heart of our brand."
Coca-Cola recently claimed it would use social media for all its online advertising in the future, rather than specially designed campaign sites.
Posted by Liam Wallace
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