Here’s another great real-world campaign from Coca-Cola, ‘The Cheering Truck’. The brand’s well known red truck has been fitted with a recording booth and has been travelling all over Argentina collecting the cheers of football fans to support the Argentinean team.
The truck drove through 19 provinces in Argentina, stopping in selected areas inviting fans to step into the truck and have their cheers recorded. As the cheers were captured a digital sign outside the truck displayed the number of cheers as it climbed towards a million. On the day of the match the Coca-Cola Cheering Truck drove into a stadium holding 50,000 people and played the recording of over a million voices chanting and cheering to support their national team.