WHAT HAPPENED
In July 2026, amidst the climax of the FIFA World Cupâ„¢, Vietnam captured the spotlight as Coca-Cola hosted a massive 24-hour festival dubbed "24 Hours of Feel It All." This event served as a powerful illustration of how global brands leverage major sporting events not just for sponsorship, but to craft profound, memorable experiences that unite people through a shared passion.
The festival was designed to bring together football fans, offering a round-the-clock program packed with sports competitions, entertainment, and various communal activities. Coca-Cola Vietnam's goal was to immerse participants in an atmosphere of celebration, excitement, and unity, moving beyond traditional advertising formats to create something more than just a marketing campaign—a full-fledged community event.
Such activations underscore the evolution of brand communications: shifting from broadcasting messages to building platforms for interactive engagement and emotional involvement. For Coca-Cola, this is not merely a way to strengthen ties with its target audience but also an opportunity to become an integral part of the cultural landscape, offering consumers not just a product, but a rich palette of emotions and experiences.
WHAT IT MEANS
Coca-Cola's experience at the 2026 World Cup vividly illustrates that the future of marketing lies in immersive strategies and proactive community building. Global brands are increasingly investing in creating unique experiences that allow consumers to truly "live" the brand's values, rather than just hear about them. This is particularly relevant in 2026, as consumers are satiated with information and seek authentic engagement and emotional resonance.
For the Russian e-commerce sector, the lessons drawn from such large-scale events hold immense value, even despite colossal budget differences. The essence lies not in the volume of investment, but in the principles underpinning such activations: fostering emotional connection, offering unique experiences, and cultivating a sense of community belonging. In the dynamically evolving Russian online market, where competition is intensifying, the ability to build deep relationships with customers becomes a key success factor.
How can this approach be adapted to e-commerce? The primary focus should be on digital immersion and the creation of online communities. This could include interactive website elements, gamification of the shopping experience, hosting virtual events and streams, and utilizing augmented reality (AR) technologies for virtual product try-ons or unique content experiences. The goal is to transform the purchasing process from a mere transaction into an adventure where the customer feels engaged and a valued participant.
Furthermore, community building in e-commerce extends beyond mere social media presence. It involves creating spaces where customers can exchange experiences, share feedback, participate in content creation, and gain exclusive access to information or products. Models are actively developing where loyal buyers become brand ambassadors, engaging new customers through their personal stories and recommendations, which significantly boosts trust and engagement in 2026.
VIETSMART EXPERT COMMENTARY
"Coca-Cola's experience is more than just a fan festival; it's a masterclass in forging long-term emotional attachment. Russian e-commerce entrepreneurs, especially those with limited budgets, should understand: the key asset here isn't millions of dollars, but creativity and a deep understanding of your audience. You can't rent a stadium, but you can build a 'stadium' in your customers' minds by offering them a unique online experience they'll want to relive again and again," notes an analyst at VietSmart.
KEY TAKEAWAYS AND ACTIONS
Create Your Online 'Arena of Experiences'
Integrate interactive elements on your website and social media: quizzes, quests, polls, themed online days or weeks. For example, launch a "Culinary Marathon" for a grocery store or a "Style Week" for a clothing boutique. These activities should offer not just entertainment but also value—discounts, exclusive content, or recognition.
Engage the Community through UGC and Ambassadors
Actively encourage user-generated content (UGC). Launch contests for the best photo with your product, the best recipe, the best review, or the most creative use of an item. Develop a brand ambassador program among loyal customers, granting them exclusive privileges and opportunities to participate in brand development.
Utilize a Hybrid Approach and Local Partnerships
Even with a limited budget, you can organize small offline activations. These could be masterclasses, tastings, or meet-ups in partnership with local cafes, co-working spaces, or small shops. In 2026, such an approach strengthens the connection between online and offline presence, offering a tangible brand interaction experience.
Offer Personalization and Exclusivity
Create exclusive loyalty clubs, offer early access to new arrivals, personalized recommendations, or special deals for your most dedicated customers. This reinforces their sense of value and belonging to a 'special' community, stimulating repeat purchases and word-of-mouth referrals.
Tell Stories and Create Inspiring Content
Utilize blogs, video content, and podcasts to create emotional stories connected to your brand, products, or values. Share behind-the-scenes glimpses, customer success stories, and expert interviews. The goal is not just to sell a product, but to build an entire world around it that customers will want to immerse themselves in.
Source: VnEconomy EN — Business, July 23, 2026