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FIFA sponsor Coke is launching what it claims is the “largest” marketing program in the history of the company to act as a testbed for future brand building initiatives such as real-time marketing and Beacons technology. A digital “One World, One Game’ film launches today (2 April) to introduce the main phase of the push following its launch at the turn of the year. The Wieden + Kennedy Sao Paulo-created documentary focuses on how four football teams from different parts of the world overcame difficulties through their love of the sport.
