Coca-Cola orchestrated one of South Africa’s most seamlessly connected marketing ecosystems, transforming one of the world’s most iconic sporting assets. Rather than simply bringing the FIFA World Cup Trophy™ to South Africa, Coca-Cola used its exclusive access to launch the country’s FIFA World Cup journey, engineering a campaign where every touchpoint strengthened the next and every interaction led consumers deeper into the brand ecosystem. Coca-Cola hosted a competition to allow winners to participate in bringing the exclusivity to South Africans across the country.