World Cup 2014 will soon be here, so Coca-Cola has launched a special series of bottles to celebrate the event. These collectible mini-bottles are decorated with special national colors, and are interactive so that fans around the world can connect over the “Copa del Mundo”.

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Coke is a major official sponsor of the event, and is putting a lot of marketing effort into World Cup related campaigns.

This new series of 18 mini-bottles was released in Brazil on January 15. The bottles are decorated in the flags of the 15 previous hosts of the world cup, plus the next 3 host nations (Brazil, Russia and Qatar). There are also 2 special-edition Coke bottles as well.

And there are even mini-coke cases to hold them in.

In order to collect a bottle, a fan must send in a certain number of bottle tops or can rings plus R 3.80 (about €1.20)

The bottles are made of aluminum, and don’t actually contain any Coke! But they are good for attaching to bags or phones or key chains as a bright accessory.

Interactive!

These mini-bottles were quite popular in ’80s, but now there is a new twist for the 21st century, based on Facebook and Augmented Reality. Here’s how it works:

“The intention is to provide an opportunity for fans to participate in the World Cup, as well as meet and make Brazilian friends,” Coca-Cola says in a press release.

The promotion of these special bottles is being backed by a broader print and broadcast campaign from J. Walter Thompson. Here is video of the promotion.

02.02.2014    Tags: augmented-reality, brazil, Coke, facebook, football