As the longtime sponsor of the Turkish national football team, Coca-Cola Turkey (@CocaCola_TR) was well positioned to share in the excitement – and the Tweets – around Euro 2016. It had an opportunity to reinforce its status as team sponsor, and to grow its audience on Twitter.
@CocaCola_TR created a three-day journey for Twitter users, encouraging them to share their love for the Turkish team and to spread the campaign message in a new way each day.
First, it invited users to Tweet to Unlock a new “national anthem” for the Turkish team, using the hashtag #HaydiMilliTakım (#ComeOnNationalTeam). Users received personalised responses from @CocaCola_TR, featuring the music video.
The next day, @CocaCola_TR ran a First View, giving its campaign huge exposure. Its video of the anthem stayed in the top ad spot for all Twitter users in Turkey all day, and #HaydiMilliTakım ran as the top trend.
On the third day, @CocaCola_TR Tweeted a Conversational Video, making it simple for users to share the anthem with their own followers by clicking on the hashtag.