Coca-Cola's Winter Olympics Fan Experience - Event Marketer

Coca-Cola’s Winter Olympics Fan Experience

Coca-Cola’s Active Living Showcase served as the brand’s on-site fan engagement zone at this year’s Olympic Games in Sochi, Russia, giving fans a taste of the world of Coca-Cola through a tour of its history, brand and longtime sponsorship of the Games.

The activation promoted an active lifestyle through engagements that took place at each stage of the tour. It kicked off at the entrance with a dance class that had fans moving to music as they waited in line. Next, attendees took a journey into Coca-Cola’s history with a museum-style display filled with facts and artifacts. The consumer journey next wound its way into a deep dive into Coke’s presence in Russia (only since 1980!), then another environment filled with images of Coke’s history in sports. Once inside the pavilion, fans could take part in a green-screen photo op with an Olympic torch, step inside a mini movie theater experience, get training tips in a basketball dribbling class, strap on a QR code bracelet to compete (virtually) with famous athletes and jump on an interactive skiing simulator.

The whole effort capped off with an interactive cold Coke dispenser. Overall, the inflatable structure itself rated a “meh” on our first impression scale, but that’s probably because Coke’s London Olympics activation was so innovative and visually stunning that it will forever put most Olympics pavilions to shame—even its own. Agency: ignition, Atlanta.

 

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Jessica Heasley
Posted by Jessica Heasley

Jessica worked for more than 15 years in marketing and events before joining Event Marketer in 2007. She earned her master’s degree from t he Columbia University Graduate School of Journalism and her bachelor’s from the University of Washington (go Huskies!). Her last gig before coming to Red 7 was at Psychology Today magazine. Her proudest professional accomplishments include fixing a branded 1972 VW bus accelerator pump on the side of a highway in South Carolina with a paper clip and some string the night before a 30-city college tour; convincing Dr. Laura that she wasn’t writing a piece about lusty event marketers having lurid affairs on the road (which she kind of was); and, while at an independent film dot-com called AtomFilms, using about fifty bucks worth of chocolate chip cookies and a couple gallons of milk to lure film festival attendees away from Steven Spielberg’s (now defunct) big budget “Pop! Multimedia” booth to her company’s tiny living room event space. Although she is a native of Seattle, she never once owned an umbrella or rain boots until she moved to Brooklyn, where she currently resides with her husband and daughter. She was born in Everett, WA, home of the pulp mill.
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