Coca-Cola UK knows how to engage fans into the interactive celebration of the biggest football event of the year,  2010 FIFA World Cup. The soft-drink giant, which is an official sponsor of the tournament, has released a viral video featuring English-team player Wayne Rooney and comedian James Corden, who are “shooting” an ad, where the footballer is supposed to show his own energetic version of a goal celebration.

The process runs slow as the director (Corden) just can’t make the player show what’s required: he’s calling for iconic Rooney, but everything what he gets is just boring moves. At last, Corden rushes to the centre of the shooting spot and shows the sport star how to dance on the pitch to shock the audience. The “director” is performing as Madonna and Michael Jackson, bouncing and waving his body to give Rooney an example of an impressive performance. Once he’s finished, Rooney puts his hoodie on and continues with the most active and energetic celebration ever seen. The viral video ends with an invitation “Join the celebration at cokezone.co.uk”.

Back in March, Coca-Cola announced that it would recognise the most entertaining goal celebrations with an online “Best Player Celebration” award, voted for by fans. Each time a player celebrates a goal with a dance, Coca-Cola will donate more funds to the Coca-Cola RAIN “Water for Schools” effort. This initiative is a part of the «Open Happiness» campaign, and fans are invited to share their positive emotions within the sport community as well as with the social organizations via this kind of donations.