“Move to the Beat of London 2012″ is Coke’s official marketing campaign during the Olympics. In Beijing, their campaign hit 88 countries but this year it has reached 110 countries around the world. We were able to meet Peter Franklin, head of Global Sponsorships for Coke, at their “Beat Box” location inside Olympic Park. The Beat Box venue is targeted to 17-23 year olds and it’s a place where music and technology come together with sports. This piece of interactive architecture allows Olympic spectators to get a picture at the top of the kiosk and he/she can immediately upload it on Facebook or tweet it. At the end of the “tour,” spectators are given the “Perfect Serve” of Coke meaning Coke has proven through scientific research that the perfect serve of Coke should be chilled at -4 degrees Celsius. Since London 2012 is the first Olympics surrounded by social media, Coke, being the longest sponsor of the Olympics, is trying to take advantage of social media’s spread. They have estimated that over 150,000 will get a tour of the “Beat Box” and they want spectators to share or like their Coke photos so friends and family back home get to share the moment.
Coke is also putting on an entertainment show called “Beat TV” which is a live television show for 10 nights and it incorporates the social side of the Games. It airs at night for 30 minutes and it 35 countries are carrying the show, even MTV2 in the United States. It hosts interviews, concerts, and games for people to understand the culture behind the games. This is the first time Coke has tried a live broadcasting program so it remains to be seen whether it is a success or not. Peter Franklin mentioned that not only is Coke running a campaign for all Coke-named products, but they are also sponsoring the Powerade (sports drink bottle), Vitamin water, and Abbey Well water throughout the Olympics. In my opinion, Coke had one of the strongest marketing campaigns surrounding the Olympics, and there presence never seemed overbearing throughout Olympic Park. Job well done Coke!
Posted by olympian on August 14, 2012 | Filed under: Olympics.