Coke signs Rooney to kick-off online street football campaign
Coca-Cola is launching a major online football campaign in a bid to woo teen-agers to its drinks.
The campaign, called Coca-Cola Street Striker, will offer an opportunity to take on Manchester United and England star Wayne Rooney in a game of street football.
The competition developed by M&C Saatchi Sport & Entertainment and AKQA will see 13 to 18-year-olds challenged to film their street football skills and upload them on a designated website.
The best 50 entries, chosen by Rooney and a panel of judges, will be invited to play street football against the footballer in August.
Rooney says: “I used to play loads of street football when I was younger and I’m looking forward to taking on the winners when we meet up in August. Everyone should get out to the park or wherever it is safe and have a kickabout whenever they can.”
Coca-Cola Street Striker is being launched via an online campaign and will include a viral film as well as media partnerships with MySpace, MTV UK and The Sun.
The Coke brand has a strong association with football, with Rooney and fiancée Coleen McLoughlin featuring in advertisements.
Coca-Cola has positioned football at the centre of its spring marketing activity for Coke Zero, its male-focused sugar-free drink. Coke is also official sponsor of the Football League.
