Coca-Cola Pours a Healthy Dose of Olympics Content
Coca-Cola, partnering with the Olympics as a sponsor, has launched a “Move the Beat” campaign, featuring participating athletes, to promote healthy living.
The goal of Coca-Cola’s marketing efforts is to “convince consumers of its commitment to an active lifestyle,” writes Ad Age’s Emma Hall.
Sodas have gotten a bad press in recent years because of their link to obesity, and Coca-Cola is trying to change its image with the connection to the world’s most popular sporting event.
On its website, Coca-Cola is showcasing eight Olympic athletes, deemed the “8-pack.”
“The online element of the campaign includes a digital hub aimed at families, including interactive athlete quizzes, instant-win prizes and sweepstakes,” says Hall. “Through social media, Coca-Cola’s eight athletes will interact with consumers, in the virtual and real worlds, including the opportunity to win a school-sports day hosted by Mr. Oliver, a 2008 bronze medalist.”
Another section of the website dedicated to the Olympic Games lets fans upload photos and send words of encouragement to the athletes, which have the chance at appearing on a Times Square billboard.
User-generated content and social media are playing a big role in the broader campaign.
According to the Wall Street Journal, Coca-Cola is also letting users produce their own music videos with provided songs, their own photos, and sports sound effects.
“The customized music video—bookmarked with images of Coke bottles—can be shared by posting it on Coke’s Facebook page or company website,” according to the Journal. “Users also can post their song to their own Facebook page or tweet the link more broadly.”
Coca-Cola is a master of social media and developing apps that foster engagement. Its newest campaign for the Olympics is no exception.