Coca-Cola and
The Olympics
As a partner dating back to the 1928 Games, Coca-Cola sought to harness its longstanding association with the Olympic Games for the 2020 event. The objective was to forge an emotional bond with its customers through social events and by fostering a dedicated community of followers.
Score Big.
Coca-Cola Points for Posts
To boost Coke's social media presence, we introduced an exclusive social channel called the "Points for Posts" app during the Olympics. This app allowed Coca-Cola fans to earn points quickly by sharing personal memories and encounters with Coca-Cola branding at sporting events. Posts shared through traditional channels earned additional points. Users could redeem these points for merchandise at Coca-Cola-branded kiosks, which also featured immersive VR experiences celebrating Coca-Cola's Olympic support.
Virtual Quest for Gold
Points were redeemed for an array of exclusive Coca-Cola merchandise at conveniently located Coca-Cola branded interactive kiosks, enhancing the overall fan experience. These kiosks not only offered merchandise but also immersed visitors in captivating VR experiences, effectively highlighting and celebrating Coca-Cola's enduring commitment to the Olympics. This interactive engagement deepened the emotional connection between Coca-Cola and its customers, making the brand's presence at the 2020 event truly memorable.
Iconic Imagery Reimagined
Crafting a campaign around one of the longest-standing brand partnerships in history involved selecting from almost a century of iconic imagery. Our goal was to create a visually striking, cohesive brand asset that could be used across various media and collectible Olympic items. We chose sports illustrations from Coca-Cola's 1920s archive and combined them with the brand's iconic red color to create a dynamic graphic. This graphic was then applied to out-of-home, print, and digital channels in both Latin America and the United States.
