Coke is a “TOP” sponsor of the Olympic Games and they have been the longest sponsor of the Games. For four years, the Coke Marketing team has been vigorously planning and preparing all of their marketing plans in order to connect to billions of consumers and potential consumers who participate in the Olympics. One of their marketing plans includes a Pin Trading Center which was highly successful at the Atlanta games. Here at the London Games, Coke has set up their Pin Trading “tent” at Hyde Park, one of the major parks in the London. The act of trading pins throughought the Games is one of the best and most creative ways to share the Olympic spirit. Pins are definitely the hot commodity right now.
At the beginning of the trip, Professor Neirotti handed our group GW London pins to trade with so it made it easy to start trading pins once we’ve arrived. Currently, I have 5 pins, two of which I have traded for. The pin I was able to trade for at the tent was an Atlanta Games Track and Field pin. My favorite pin so far is from the USA House which is a USA Swimming pin. At the Coke tent, Coke initiated a new way of handing out pins this time, by allowing Olympic spectators to create their own pin. For 7 pounds, a spectator can take a picture and Coke will place the miniature size picture on the pin which has been extrememly succesful. Coke employees said that for every 10 that walk through the door, about half will decide to take the Coke “picture” pin. Great concept from Coke!