FIFA World Cup™ Trophy Tour by Coca-Cola

FIFA World Cup Trophy Tour by Coca-Cola

East Rutherford, NJ

2023

Industry: Sports

Agency: Momentum Worldwide

Environmental Design: myself. Design direction, graphics: MMW team

Fabrication: Trinity Displays

As one of the stops on the way to Qatar and to celebrate authentic moments of fandom, this was the New York City stop of the World Cup tour where local soccer fans could experience an in-person view of the 18karat gold statue. The visit was part of Coca-Cola's global "Believing is Magic" FIFA World Cup 2022 campaign, which featured special-edition package products and promotional activations.

Site: American Dream Mall Skating Rink

We took over the rink with soccer-friendly turf to set the stage and provide a comfortable place to get active and play for guests of all ages

Sketchbook

Initial ideation sketches for three of the interactive elements:

Jump For It: a heading game to test your jump height

FIFA Gaming Station: play the latest FIFA video games against your pals

Whack-a-Goal: goalie speed game

Space planning the skating rink takeover with games and existing Coke Ink studio assets
Design development for the FIFA Gaming station
Design development for "Whack-a-goal" goalie game
Design development for "Jump For It" heading game
Design development for "Fast Feet" game

Activation Day

Visitors included youth soccer leagues from throughout the state of NJ. NJ Governor Phil Murphy, soccer legends Carli Lloyd, Ricardo Kaka, Tim Howard, Coca-Cola president Paul Mulligan, and Dream Mall executives were also in attendance. Photos: NJ.com and LinkedIn.

Fans queuing up to enter into the activation space (skating rink area)
Jump For It game: Visitors get a chance to head a suspended soccer ball to see how many feet high they can jump to reach it.
Whack-a-Goal: Visitors get to emulate a goalkeeper and test their speed and agility by tapping an illuminating soccer light
Fast Feet: Visitors test their ball passing skills and drill in a 10ft ring with World Cup team graphics, with pro soccer star Carly Lloyd joining in on the fun!