To celebrate the World Cup, JWT Brazil launched Coke's mini bottles. 18 of them, featuring flags from all the countries who hosted the World Cup. The mini bottles originated back in the 80's and were a big collectible hit.
Unlike the 80's versions, these are interactive. You can go to Coke's website, or download an app via Apple and Android or on Facebook, to create your character, and send a virtual message to any Brazilian who has one of the cans. As for the Brazilians who own one of the bottles, if they download an app, they can experience some augmented reality thanks to their smartphone camera. If you wave your camera in front of the bottle, the 18 countries are animated. Not only that, they can interact with any of the well-wishers, too.
It's kind of like a pen pal thing, but with a World Cup theme.