June 20th, 2012
Coca-Cola Creates Global TV Series for Olympics
By Natalie Zmuda
Coca-Cola is taking its Olympic sponsorship one step further with an ad-sponsored original TV show “Beat TV.”
The original series—a first for the marketer—will air 10 episodes on weeknights from July 30 through Aug. 10 through a variety of broadcast partnerships. Celebrity and athlete interviews, live musical performances and the Beat Bus, a mobile pop-up studio, will be mainstays of the variety-style show, which can be sliced and diced for use by Coca-Cola marketers around the world.
“We’re filling out a need and desire. Sometimes you have games coming and going and you get a lot of info on the event, but you miss out on what it would have felt like had you been there,” said Claudia Navarro, the company’s global Olympic marketing director. “Instead of focusing on what’s happening on the pitch, the medalists. ... We’ll capture the vibe of London, the social aspect of it for the fans.”
Ms. Navarro said the show will target teens in more than 30 countries. Already Coca-Cola has secured hosts that speak English, German and Spanish, while other countries will use subtitles.