new digital experience offers an immersive, 360-degree tour of the official FIFA World Cup Trophy Tour by Coca-Cola plane using virtual reality (VR) and augmented reality (AR) technology.

“The FIFA World Cup Trophy Tour by Coca-Cola is visiting more than 50 countries ahead of the tournament in Russia,” said Tony Francis, global digital lead, FIFA World Cup, Coca-Cola. “Hundreds of thousands of people will experience the tour, but we wanted to bring the excitement to the millions of fans around the world who can’t be there in person.”

Coke’s FIFA World Cup digital team, recognizing the explosive growth of VR/AR technology, worked withThe Bridge by Coca-Cola to find a partner to help bring its 2018 campaign to life. Tel Aviv-based BYOND, which completed the 2016 edition of the startup commercialization program, was a logical fit.

“We found a true partner with Tony, the marketing teams and hospitality teams dealing with FIFA – all of whom wanted to innovate and invent new marketing paths,” said Eran Galil, chief technology officer, BYOND.

FIFA World Cup Trophy Tour

BYOND created a Web-VR experience that offering up-close-and-personal access to the plane and the history, stories, social content and music of the tour. Content is continually updated via live feeds from FIFA World Cup Trophy Tour by Coca-Colasocial networks (TwitterInstagram and Facebook).

“It’s a fantastic way to access the trophy and connect to the Coca-Cola brand,” Galil said. “You feel like you’re there.”

FIFA World Cup Trophy Tour

The tour is currently being promoted through 360-degree ads and featured on Coca-Cola and FIFA digital platforms and social networks, as well as at FIFA World Cup Trophy Tour stops. The full, high-end VR experience also will be featured at Coca-Cola VIP hospitality lounges during the FIFA World Cup in Russia.

“The core of our digital and social campaign has been to develop content and capabilities to help enable the storytelling across the entire FIFA World Cup campaign,” Francis said. “This experience allows us to do that all the way through the final whistle.”