The Happiness Flag
A crowd-sourced symbol to celebrate the World Cup
Coca-Cola is known for its feel-good commercials that show how a simple theme-in this case, happiness-can unite people. So to celebrate the upcoming 2014 FIFA World Cup, a sporting event that unites the world, we wanted to engage fans of football and Coca-Cola alike in a meaningful way. We gave people from all over the world the opportunity to submit a photo or tweet to be included in the largest mosaic flag ever-the size of a football field.
We used digital to build something physical. Fans could upload pictures and tweets by logging in through Facebook, Twitter or Instagram; completing photo submission and legal opt-in was done through a proprietary native system for social and email. We promoted the project via the Google Display Network and social channels and in-house analytics helped to measure its success.
- Google Mobile Ads
- VK (Russia)
- Weibo (Ch)
- RenRen (Ch)
Launch date: January 1, 2014
As of this writing, we are continuing to take submissions. The world record for a photo mosaic is just under 180,000 images and we are on track to surpass that.
Participating countries on global launch
Countries will hear our World Cup story
Images and counting