June 2006 - Costa Rica

To revy up soccer fans for the upcoming 2006 World Cup in Germany, Coca-Cola FEMSA of Costa Rica organized a soccer tournament based on SIA-Cameraction technology. The tournament was held at the Multiplaza del Oeste Mall every weekend from April 29 - May 7 and from May 12-14 (day reserved for the “finals”) at Multiplaza del Este. These two malls are the most important shopping centers in Costa Rica. The winner received a trip to the Soccer World Cup and entered the playing field during the starting match between Germany and Costa Rica as a representative of Coca-Cola.

To play, participants had to present a Coca-Cola cup or another Coca-Cola product purchased at any store in the mall. A total of 495 matches were played, yielding 24 finalists who competed in the playoffs right down to the finals. The matches were held on a field measuring 2 X 3 meters inside a booth 5 meters high. One of the game aspects that most surprised players and spectators alike was that the virtual ball projected on the floor reacted to their kicks.  Participants were also impressed by the graphics and the “emotion” provoked by the game’s special effects.

More than 20,000 people were involved with the game each week, including those who watched the tournament from the “stands” and the onlookers from the upper galleries. During the week, world cup commercials were showed at the booth, in addition to Coca Cola animations, each week’s ranking and videos showing different goals scored by Costa Rica. Children were entertained by the animation, allowing parents to have a cup or coffee or chat, thus making the booth a meeting point within the malls throughout the promotion.

“the virtual promotion Cheering for Costa Rica with Coca-Cola was truly creative. It surpassed our expectations and the effect on our target audience was notable".

Seidy Delgado
Advertising and Regional Promotions Manager
Coca Cola FEMSA

"Tactik and SIA brought a truly innovative game to Costa Rica. The matches were thrilling to both participants and spectators alike. The game synthesized what people expect from Coca-Cola: creativity and innovation in everything we do”.

Miguel Chumpitasi
Advertising and Central American Promotions Manager
Coca Cola FEMSA