Coca-Cola, along with Ogilvy Argentina, used fan-driven tweets as a way to support the Argentinean national soccer team in the international soccer competition Copa America.
About two million hashtagged tweets were printed out and released as the national team walked out on the field. Words of encouragement floated through the air onto the field, giving fans a unique chance to deliver their messages to the team. This isn't the first time Coca-Cola and Ogilvy have given fans a unique experience: last year, they launched a campaign called Santa's Forgotten Letters.
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