We approached Coca-Cola with a unique digital idea for the World Cup in Brazil in 2014. We knew that Coke was going to be one of the main sponsors of the World Cup in Brazil and they would have a global positioning architecture in place. Our strategy was to fit within this architecture but carve out a unique position for U.S. Soccer. Before the Cup took place, the U.S. Soccer team had a massive underground following and was being underserved by brands and the media. Our positioning was based around Coke's "Inspire/Open Happiness" tag line and we knew the brand could tap into the U.S. fans by producing specific material within digital platforms. ​The idea was to create a new position around Unite & Strengthen with the help of The American Outlaws (a US fan base group). The goal was tapping into this groundswell for Coke and bringing it to the forefront for Americans within all social channels.