The campaign began in September 2009 with the FIFA World Cup Trophy Tour by Coca-Cola, which took the solid-gold symbol of football supremacy to 94 cities in 84 countries including 50 countries across the African continent. The Trophy Tour also visited 36 cities across South Africa. Nearly one million people had the opportunity to see the FIFA World Cup Trophy up close and have their photograph taken with the Trophy. The Trophy Tour is the largest experiential marketing tour ever undertaken by Coca-Cola.