Coke Offers First-Ever Global Mobile Marketing Tour - Event Marketer

Coke Offers First-Ever Global Mobile Marketing Tour

Olympic Torch Relay, Delhi
Brand: COCA-COLA
Agency: IGNITION
Awards: EX AWARDS — BEST ACTIVATION OF A SPORTS SPONSORSHIP
Year: 2005

Coca-Cola brought its sponsorship of the Olympic Torch Relay to life by creating the first-ever global mobile marketing tour.

The relay hit 34 cities in 27 countries over a 35-day span, with Coca-Cola street teams in each location. Local Coke marketing teams helped create a relevant activation in each city: The Mexico City leg, for example, featured floats and flamenco dancers, the London stop had branded double-decker buses and Rod Stewart and the Los Angeles relay wrapped with Tom Cruise carrying the torch into Dodger Stadium before a game. “It was local, national and international,” said Coke relay director David Brooks.

Branded trucks followed the torch route in each city, playing music and distributing samples and swag. At the end of the each city’s relay, Coke held celebrations with live music and showed a video recapping the day’s events on large, portable LED screens.

More than 11 million people experienced the relay, and the tour generated an average of more than 100 print articles and 20-plus TV stories in each market. The company even used its stops in four U.S. markets to help launch its C2 brand.

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