Coca-Cola is going mobile for the 2010 Winter Olympic Games. The beverage giant is behind a new Olympic Games-themed program in the US that is aimed at on-the-go Olympic fans.
Consistent with the official word from Coke, the comprehensive campaign will feature high-profile Olympic champions and contenders known as the Coca-Cola “Six Pack” of athletes, limited edition Olympic Games-themed packaging, and “mobile media and digital experiences.”
Coca-Cola is working with NBC to bring the campaign to life, which includes a custom WAP site to support the effort at http://m.cokeopengames.com
According to Linda Cronin, director of media interactive communications at Coca-Cola, “We’ve established a first-of-a-kind partnership with NBC on the development of a co-branded mobile application that brings fans into the Vancouver experience by playing energetic, familiar sounds related to the Games like air horns and cowbells and the sounds associated with drinking a Coke—ice clinking, pouring, the first ‘ahh’—right on their iPhone and iPod touch.”
For the Vancouver mobile program, Coca-Cola, which is the exclusive nonalcoholic beverage provider to the Olympic Games through 2020, joined forces with IMC2, Dallas.
“We had a lot of success with this channel during the Beijing 2008 Olympic Games,” adds Cronin, “so we significantly increased our mobile commitment for Vancouver in order to deliver the excitement of the Games to fans no matter where they are.”
