Coke Marks the Olympics With Teen-Centric Activities
For Coca-Cola, the Olympics are like an old friendship—an 88-year-old one. But despite the historic age of the Games and its partnership, Coke wanted to make sure that its sponsorship program and the Games were relevant to teens and millennials, too. The resulting #ThatsGold global marketing campaign that spanned the Olympic Torch Relay to the Athletes Village gave teens special access to the Games.
Among the teen-centric activities of the sponsorship was Parada Coca-Cola, or Coca-Cola Station, that featured product tasting experiences and interactives. Fans could take 360-degree photos of the Olympic torch, show off their best moves in “Just Dance” video competitions, and, of course, sample Coke. In addition, teens could digitally “face swap” with the Coca-Cola polar bear, customize Olympic memorabilia, take photos in a kaleidoscope or snap a selfie with the Olympic medals and the Olympic torch. To boot, the main ceiling installation was inspired by a burst of bubbles exploding from a Coca-Cola bottle that lit up in gold whenever athletes won a gold medal during the Games. And then there were the nightly concerts streamed by MTV and online through Facebook Live with 600,000 fans tuning in, the most engagement for the brand throughout the entire campaign.
On top of building brand love, Coke was launching new packaging and the new global Coca-Cola Life low-calorie option in order to broaden the reach of Coca-Cola across Brazil. A refreshing strategy this time around.