{"id":65085,"date":"2026-07-20T17:28:00","date_gmt":"2026-07-20T10:28:00","guid":{"rendered":"https:\/\/thaipropertynews.com\/feeds\/?p=65085"},"modified":"2026-07-20T17:28:00","modified_gmt":"2026-07-20T10:28:00","slug":"from-sponsor-to-co-creator-how-coca-cola-crafted-our-fifa-world-cup-for-chinese-fans","status":"publish","type":"post","link":"https:\/\/thaipropertynews.com\/feeds\/?p=65085","title":{"rendered":"From Sponsor to Co\u2011creator: How Coca\u2011Cola Crafted “Our FIFA World Cup” for Chinese Fans"},"content":{"rendered":"

SHANGHAI<\/span>, July 20, 2026<\/span> \/PRNewswire\/ — As the 2026\u00a0FIFA World Cup drew to a close, the Chinese national team was absent from the pitch, but the passion of Chinese fans remained strong. Facing this reality, Coca\u2011Cola launched the “This Moment Toast to our FIFA World Cup” campaign across China, transforming the global tournament into a celebration that every consumer could call their own.<\/p>\n

At the closing party of the Coca-Cola FIFA World Cup Fan Gathering on July 19, in Beijing, China, Coca-Cola successfully set a new Guinness World Records title for the most contributions to an online photo mosaic – which came together to form a giant TIFO in a virtual landscape.\u00a0Leading up to this moment, TIFOs had traveled across football grounds and city leagues nationwide, inviting fans to join. Their late-night viewing moments and the joy of sharing a Coca\u2011Cola were woven into a giant TIFO, preserving individual memories and making them a collective legacy.<\/p>\n

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The custom anthem “JUMP,” performed by Coca-Cola Brand Ambassador Liu Yuning and international artist J.Balvin, blended traditional Chinese folk music with\u00a0global\u00a0rock rhythms, crafting a World Cup anthem\u00a0tailored to Chinese fans. Its MV featured a red TIFO across Chinese landmarks,\u00a0bringing local passion to the world stage. By scanning QR codes on Coca\u2011Cola packaging, fans could join the TIFO \u2014 turning every can into their own way to cheer for the World Cup.<\/p>\n

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<\/span><\/p>\n<\/div>\n

Coca\u2011Cola also introduced a real\u2011time AI avatar of Chinese football icon Fan Zhiyi \u2014 an interactive companion for live sports viewing. Powered by Baidu Yijing, it offers 24\/7 conversations with fans. Recreating Fan with remarkable fidelity, the avatar lets users discuss match action, share insights and converse naturally throughout the tournament. Unlike pre\u2011programmed virtual characters, it delivers a dynamic, always\u2011on experience \u2014 moving Coca\u2011Cola from post\u2011match content to in\u2011match participation, while setting a benchmark for Chinese AI in major sporting events.<\/p>\n

\n

\"\"<\/a>
<\/span><\/p>\n<\/div>\n

Coca\u2011Cola’s campaign went beyond brand communication \u2014 it showed how a global brand can become part of consumers’ lives \u2014 connecting through shared experiences and co-created moments. Music stirred emotions, TIFO embodied co-creation, and AI delivered companionship. When the tournament ended, what stayed were not marketing messages, but the joy of sharing a Coca\u2011Cola with friends, the pride of being part of the TIFO, and the fun of chatting with AI Fan Zhiyi. This is the essence of a brand-consumer relationship.<\/p>\n

<\/div>","protected":false},"excerpt":{"rendered":"

<\/p>\n

SHANGHAI<\/span>, July 20, 2026<\/span> \/PRNewswire\/ — As the 2026\u00a0FIFA World Cup drew to a close, the Chinese national team was absent from the pitch, but the passion of Chinese fans remained strong. Facing this reality, Coca\u2011Cola launched the “This Moment Toast to our FIFA World Cup” campaign across China, transforming the global tournament into a celebration that every consumer could call their own.<\/p>\n

At the closing party of the Coca-Cola FIFA World Cup Fan Gathering on July 19, in Beijing, China, Coca-Cola successfully set a new Guinness World Records title for the most contributions to an online photo mosaic – which came together to form a giant TIFO in a virtual landscape.\u00a0Leading up to this moment, TIFOs had traveled across football grounds and city leagues nationwide, inviting fans to join. Their late-night viewing moments and the joy of sharing a Coca\u2011Cola were woven into a giant TIFO, preserving individual memories and making them a collective legacy.<\/p>\n

\n

\"\"<\/a>
<\/span><\/p>\n<\/div>\n

The custom anthem “JUMP,” performed by Coca-Cola Brand Ambassador Liu Yuning and international artist J.Balvin, blended traditional Chinese folk music with\u00a0global\u00a0rock rhythms, crafting a World Cup anthem\u00a0tailored to Chinese fans. Its MV featured a red TIFO across Chinese landmarks,\u00a0bringing local passion to the world stage. By scanning QR codes on Coca\u2011Cola packaging, fans could join the TIFO \u2014 turning every can into their own way to cheer for the World Cup.<\/p>\n

\n

\"\"<\/a>
<\/span><\/p>\n<\/div>\n

Coca\u2011Cola also introduced a real\u2011time AI avatar of Chinese football icon Fan Zhiyi \u2014 an interactive companion for live sports viewing. Powered by Baidu Yijing, it offers 24\/7 conversations with fans. Recreating Fan with remarkable fidelity, the avatar lets users discuss match action, share insights and converse naturally throughout the tournament. Unlike pre\u2011programmed virtual characters, it delivers a dynamic, always\u2011on experience \u2014 moving Coca\u2011Cola from post\u2011match content to in\u2011match participation, while setting a benchmark for Chinese AI in major sporting events.<\/p>\n

\n

\"\"<\/a>
<\/span><\/p>\n<\/div>\n

Coca\u2011Cola’s campaign went beyond brand communication \u2014 it showed how a global brand can become part of consumers’ lives \u2014 connecting through shared experiences and co-created moments. Music stirred emotions, TIFO embodied co-creation, and AI delivered companionship. When the tournament ended, what stayed were not marketing messages, but the joy of sharing a Coca\u2011Cola with friends, the pride of being part of the TIFO, and the fun of chatting with AI Fan Zhiyi. This is the essence of a brand-consumer relationship.<\/p>\n

<\/div>\n

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