The soft drink brand boosts player morale by sharing encouraging words from the online social network.
Coca-Cola and Ogilvy Argentina created a fun project seeded in local tradition for the international soccer competition Copa America, by combining the paper throwing that takes place at matches with fan messages posted on Twitter to boost encouragement for the Argentinean national team.
Tweets with a designated hashtag were printed out and launched into the air as the players walked onto the field. A total of two million of these “Papertweetos” filled the game with fan-generated encouragement for the team. Check out the video for the campaign below: