When "Mean" Joe Greene of the 1980s
Pittsburgh Steelers tossed a kid his game jersey in exchange for an ice cold Coke, the brand made an emotional connection with fans. Today, the brand continues to look for ways to connect with its customers in a meaningful way and has launched a cause-related digital promotion called "Coke Cheers" to benefit The
Boys and Girls Clubs of America. Like next week's big
Super Bowl game, the Coke Cheers campaign pits the Pittsburgh Steelers fans against the
Green Bay Packers supporters in a challenge to see which group can create and upload more Coke product-inspired photos. Each entry generates a $1 donation to the Boys and Girls Clubs, is displayed and adds a point to the contributing team at the
Coke Cheers website. So far the Packers lead the Steelers 577 to 507, but there's still a week left before the big game!
