In 2006 Coca Cola took the original FIFA World Cup Trophy and flew it around the world for it’s first ever World Cup Trophy Tour. Since then, the tour has become an iconic part of the brands FIFA campaigns. For this years strategy Coca Cola added a virtual reality element, transporting consumers and fully immersing them in the World Cup experience. Once fans land on the brands site, they can navigate around the Coca Cola virtual reality Trophy Tour Plane directly from their laptop or mobile device. The VR experience offers users an up-close and personal view of the plane, World Cup history, social streams, and tournament music. Social content is constantly updated via the Trophy Tour’s social media channels. Fans are also encouraged to share their snaps with the trophy using the #readyfor and #trophytour hashtags for a chance to be featured on the Coca Cola’s social feeds.