Coca-Cola brought tweets to life to celebrate the Argentinean national soccer team playing in Copa América last year. Every time the team play people cheer for them, anytime and everywhere, by tweeting and throwing bits of paper into the air at the stadium during the game.
To boost encouragement for the team, Coca-Cola combined the paper throwing with fan messages posted on Twitter. Through a designated hashtag fans tweeted their support, each tweet was printed. These “Papertweeetos”, 2 million of them, were then launched at the game as the players walked onto the field, filling the stadium with fan-generated encouragement.
I love the idea of bringing tweets into the real world. Nice work Ogilvy Argentina.